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Report: Too many digital ads can harm brands

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London—One-fifth of U.S. Internet users would stop using a product or a service such as a social networking site if they felt they were being bombarded by too many ads, according to a study by digital marketing company Upstream. According to the company's “Digital Advertising Attitudes Report,” 66% of U.S. Internet users said they already feel subjected to excessive digital marketing. As a result, 28% said they are less likely to respond positively to a brand they feel is engaging in excessive digital ads. While 69% of U.S. Internet users are generally receptive to digital advertising, 26% said it should be tailored to their interests and contextually relevant to what they're doing. The study was based on an online poll in January of 2,105 U.S. adults.
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