It has been a week post-GDPR deadline and if you want to continue to access publisher websites, you have to accept the use of profiling and third party advertising networks. I am pretty sure that is not how GDPR was supposed to work so I expect some fallout there.
The other trend is increasing use of ad blockers - though again if you surf publisher websites at all, it is not too long before you end up whitelisting them all because you get blocked from reading their content.
NewCoShift has an interesting article
looking at the thoughts of young adults studying at a school for advertising and public relations - half of whom used ad blockers.
You can read the full article here
. It basically suggests a desire for better creativity and better targeting (relevance). The former has been the case since forever, whilst the latter requires more tracking not less.
I think the wider public does not care about either - though they appreciate good creativity - unless it gets in their way. So popups, audio on etc is a no no and at least Google’s “ad blocking” technology does stop this.
Ads also shouldn’t be stupid - I bought X now you are selling me X.
Finally ads cant feel like Big Brother - I just discussed Y now I see adverts for Y.
Obviously people’s red lines differ and it would be even better if we could give people both control and a choice around sharing information in return for accessing content or an alternative option (payment I suppose) rather than being forced to just accept it.