Personalised Ads Are Losing People’s Trust

It’s no secret that consumers are growing increasingly wary of personalized advertising. More and more consumers are voicing discomfort with the way digital ads follow them around online.

According to a recent YouGov survey, 54% of Americans say personalised ads make them uncomfortable, and 44% run ad blockers full-time. Even younger audiences, once thought to be more open to targeted content, are pushing back. Privacy concerns have officially gone mainstream.

The Problem With Personalisation

The traditional model of digital targeting relies heavily on third-party cookies and behavioural tracking. These methods monitor browsing history, purchase behaviour, social media activity, and even physical location. The goal? Build a hyper-detailed profile of a user and serve ads that feel 'personal.' The reality? Most people just feel surveilled.

With Chrome walking back plans to block third-party cookies - and antitrust concerns making headlines - the industry is at a turning point. The question isn't just how to target, but whether we're doing it in a way that respects consumers.

Reticle Doesn’t Track You - It Understands You

Proprietary tool Reticle was built with privacy at its core. It never relied on cookies, tracking pixels, or personally identifiable data. Instead, it uses emotional signals and contextual cues to connect brands with audiences in the moments that matter most - not based on who they are, but how they feel.

Think of it as a smarter, more human approach to advertising:

- No ‘creepy’ retargeting

- No invasive surveillance

- No compromise on performance

A Privacy-Forward Future

Consumers are asking for more control, less tracking, and better transparency. Advertisers are looking for smarter ways to drive results without undermining trust. Reticle is already there.

If you're ready to move into a new era of emotionally intelligent marketing — we’d love to show you how.