Personalised advertising: scare you or amaze you? / Noryusnita Ramli, Siti Nasarah Ismail and Nur Alyani Mohd Shukri

Technology taught us to cope and live at such a fast pace on a daily basis. Every day, without fail, we are exposed to a multitude of advertisements, be it traditional or digital platforms. Speaking of digital advertisements, its massive advancement has evolved significantly, taking marketers and consumers to a whole new level. These advertisements are so sophisticated that occasionally it is difficult to tell them apart from the everyday social media postings we casually go through. Amazing, isn’t that right? Today, digital advertisements are not just limited to posts, reviews, and pop-ups; they have become much more refined and integrated into our online experience. Have you ever experienced this scenario? You are browsing online for a new pair of running shoes, and after some time, you decide to take a break and close the tab without making a purchase. Later, as you pick up your phone and start scrolling through Instagram, Facebook, or Twitter, you notice ads for running shoes from various brands appearing in your feed. It feels like these ads are following you everywhere! How onearth is that happening?