The ARF’s latest privacy study shows that U.S. consumers are more informed, more trusting and more engaged with artificial intelligence than ever before—yet still cautious about how it and other technologies use their data. Drawing on responses from more than 1,200 adults, the 2025 study reveals rising openness to data sharing when clear benefits exist, persistent skepticism toward certain targeting practices and growing expectations for transparency, especially around AI. For advertising researchers, the findings highlight a shifting privacy landscape where relevance, trust and first-party data strategies are increasingly intertwined.
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How often should an ad be shown before it stops working—and starts to irritate viewers? The latest review of research across linear TV, connected TV (CTV) and streaming platforms makes one thing clear: there is no universal “magic number” for optimal ad frequency. Instead, effectiveness depends on context, including ad environment, timing, creative execution, brand category and audience type. This Knowledge at Hand report synthesizes academic and industry findings to help media planners strike the right balance between reinforcement and wearout in today’s fragmented TV landscape.
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Does personalized advertising really work—or does it risk turning consumers off? A large-scale meta-analysis of 53 experimental studies finds that personalized ads are, on average, more persuasive than non-personalized ones, improving consumer attitudes and behavioral intentions. Crucially, personalization works not because it feels intrusive, but because it increases perceived relevance. When consumers see ads that connect to their interests and identities, persuasion improves—making personalization a low-risk, high-reward strategy when done well.
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