The effects of behavioral targeting on consumer's ad avoidance behavior in digital advertising

In this study, the impressions created by online behavioral advertising on consumers were examined through focus group research. Digital advertising, behavioral targeting, and ad avoidance were discussed together. In addition; components of programmatic advertising is also explained through in-depth interviews. The impact of behavioral targeting on consumers' ad avoidance behavior was explained with following categories: online behavioral advertising and consumer relationship, consumer perceptions about cookie settings, consumer opinions on voluntary information sharing, consumer relationship with platforms where they have been exposed to online behavioral advertising, the effect of online behavioral advertising on ad avoidance behavior, and the use of ad blockers, as well as the impact of online behavioral advertising and promotions on purchase intentions.