Internet Advertising: What do users really think?

[metoc15411]

The Japan Interactive Advertising Association (JIAA), a general incorporated association, conducted a "2020 User Awareness Survey (Qualitative) on Internet Advertising" (online focus group interviews) in November 2020 targeting internet users nationwide (5 groups of 4 people each, totaling 20 people).

This is a survey that delves into what ordinary consumers really think about their experiences with internet advertising, extracts factors that lead to increased trust in internet advertising, and summarizes the results.


The general result is that the Internet is highly rated, with comments such as "It's indispensable to life" and "It's like another brain," but on the other hand, "Internet advertising" is not so highly rated, with comments such as "Some of it seems like a scam," "The quality is not consistent like TV," and "It's unpleasant, like door-to-door sales."
It is clear that Internet advertising has a strong negative impact.

Because "Internet advertising" is a medium czech republic whatsapp data that anyone, from companies to individuals, can place ads on, regulations, restrictions, and checks like those for mass advertising are left to each IT company.
As a result, there is a reality that questionable and false advertising has a negative impact on society, such as consumers being deceived.
Internet users are positive about Internet advertising, but they also have a negative (dislike) attitude toward it.

The survey on aversion included "how ads are displayed," "the content of the ads," "targeting," and "industry or service." For each of these, the JIAA is considering establishing "guidelines for advertising formats" and taking measures against illegal advertising.

Predictions for Internet Advertising in 2021

Among these types of internet advertisements, the report lists many negative comments about "targeted advertisements,"
such as "the creepy, scary feeling that someone is watching me," "the anxiety that more information about me may actually be leaking," and "I dislike the content and intrusiveness of the advertisements delivered more than the targeting itself."

It is surprising that "targeted advertising" is so disliked, but this is likely due to the lack of guidelines and the need for approval of advertising privacy policies, as well as a lack of privacy policies and protection of personal information.


In this social climate, on March 3rd, US company Google announced that it would strengthen restrictions on the use of technology that tracks the browsing history of Internet users.
Google (Chrome) has decided to eliminate technology that uses individual information to deliver advertisements. In other words, this makes it clear that they are moving in the direction of completely eliminating "targeted advertising."
Apple (Safari) is also strengthening privacy protection, and this will be a major turning point for Internet advertising, which has grown by advancing targeting technology that narrows the audience for Internet advertisements.