This article investigates how Internet users’ perceptions of manage over their personal advice affect how likely they are to click online commercials on a social networking website. The analysis uses data from a randomized field test that tested the effectiveness of personalizing ad text with user posted non-public information relative to regularly occurring text. The web page gave users more manage over their in my view identifiable counsel in the middle of the field test. However, the web page did not change how advertisers used data to focus on and customise ads. Before the policy change, customized ads failed to carry out particularly well.
However, after this enhancement of perceived handle over privacy, users were nearly twice as likely to click personalised ads. Ads that targeted but did not use personalised text remained unchanged in effectiveness. The increase in effectiveness was larger for ads that used more unique private guidance to personalize their message and for target groups that were more likely to use opt out privacy settings.