In a digital world driven by data—where every scroll, click, and tap tells a story—marketers are betting that relevance is the most critical strategy for reaching customers. But are those bets paying off?
MX8 Labs’ latest research reveals a landscape where consumers crave personalized experiences, yet balk at how those experiences are delivered. The “Getting Personal” report surveyed over 600 U.S. adults to understand what they actually think about ad relevance, personalization, and targeting in 2025. The findings offer a candid wake-up call for marketers still operating on assumptions.
Ad Relevance: The Expectations Gap
Let’s start with the headline: 69% of consumers say the ads they see are at least “somewhat relevant.” That might sound promising, but a closer look highlights stark generational differences.
Millennials stand out as the most satisfied, with 41% rating ads as “very relevant.” But among Boomers, nearly half say ads are “not very relevant” at all. That generational gap is hard to ignore.
Focusing on online ads, over three-quarters of respondents say they often or occasionally see irrelevant ads online. For Boomers, that number spikes even higher.
In other words, relevance isn’t a universal experience, but rather it’s inconsistent, generationally fragmented, and deeply dependent on context.
The Personalization Paradox
Half of all consumers say they prefer personalized ads. Among Millennials, that preference rises to 64%. But nearly as many say that personalized ads feel invasive. For those who feel targeted too closely, 57% report a more negative perception of the brand. And among Millennials—arguably the most ad-saturated generation—70% say invasive targeting damages their perception of the advertiser.
So personalization works only when it doesn’t feel creepy, and many brands are crossing the line without realizing it.
Influence Isn’t a Frequency Game
Finally, marketers looking to drive conversions should take note that while advertising can influence purchase decisions, it’s not as consistent as hoped. Only 18% say they’re “often” influenced by ads (rising to 30% for Millennials), while nearly half land in the “sometimes” category. That signals a shift away from frequency toward context. It’s not about being seen often, but rather being seen at the right time with the right message.
So What Should Marketers Do?
The report outlines a clear playbook for those ready to listen:
- Target smarter, not broader – Generational nuance matters. Tailor your strategies, don’t generalize them.
- Refine your relevance – Don’t just chase personalization—deliver value that feels helpful, not invasive.
- Rebuild trust – Ads shouldn’t feel like surveillance. Respect privacy, and consumers will reward you with attention (and possibly action).
- Focus on timing and intent – Influence hinges on resonance, not repetition.
In short: personal relevance is the new performance metric. And most brands are still playing catch-up.
Want the Full Picture?
For a deeper dive into how different demographics respond to targeting, what types of personalization land best, and how to adapt your advertising to today’s privacy-first expectations, download the full report by filling out the form below and discover how to align your brand with what real consumers actually want from your ads.
