Australia has spoken: Contextually relevant ads are the future of privacy-friendly advertising

Australians are sending a clear message to marketers: contextually relevant ads, delivered alongside the content viewers are consuming, are preferred. As privacy concerns rise, consumers are increasingly cautious about how their data is used, making contextual advertising a powerful way to engage Aussie audiences without compromising trust.

Nearly two-thirds of non-neutral respondents (62%) to GumGum’s wide-ranging Digital Advertising Pulse Check said they would pay more attention to contextually relevant ads compared to other alternatives. Trust in contextually relevant ads was considerably higher, with 70% of non-neutrals saying they put more faith in the former than the latter.

The research, conducted with 1,003 Australians, provides a revealing snapshot of how people feel about digital advertising in 2025. Australians are becoming more cautious about how their data is used, particularly when being served targeted ads. Over four in five (82%) state that protecting personal data when being served online ads is either extremely or somewhat important to them. 

The report further outlines that consumers have a negative impression of traditional tracking-based ads, with 69% describing it as either “invasive” or “unsettling.”

"This discomfort reflects consumers’ heightened awareness of privacy issues, as people now expect brands to prioritise data protection and respect people’s boundaries,” said Matt Coote, Country Manager for Australia at GumGum. 

“Advertisers need to meet consumers where they are, using advanced contextual advertising that aligns with the content people are viewing rather than relying on personal data. It’s about creating a respectful and relevant experience that builds trust,” Coote added.

The research also demonstrated the need for advertisers to avoid awkward situations with their target audiences, as doing so can risk losing customers entirely. When asked how they felt about ads that seem overly personal — such as those reflecting recent shopping habits or browsing history — more than three-quarters (78%) of respondents viewed these ads negatively. Additionally, 61% found ads targeting personal relationships or health topics to be off-putting, with 41% considering the ads a violation of privacy.

“The repercussions for brands are substantial. If an ad feels too intrusive, nearly two-thirds of Australians say they’d be likely to reduce or even stop using that brand’s services. This shows just how important it is for advertisers to strike the right balance—effective targeting must go hand-in-hand with a strong respect for consumers’ privacy,” added Coote. 

“Overall, these findings clearly reveal that contextual advertising resonates more effectively with Aussie consumers. Marketers absolutely have to build trust by delivering ads that are relevant and impactful without compromising privacy. By prioritising trust and creativity, brands can forge stronger, more meaningful connections with their audiences without crossing the line into invasiveness.” said Niall Hogan, General Manager, JAPAC, at GumGum. 

Research Methodology

The Australian Digital Advertising Pulse Check was conducted by Censuswide, surveying 1,003 consumers in Australia aged 18 and above between 25 October 2024 and 28 October 2024. Censuswide abides by and employs members of the Market Research Society, and follows the ESOMAR principles, as well as being a member of the British Polling Council.