Consumers feel “ambushed and annoyed,” by digital advertising, and some are tuning
out, according to The Harvard Business Review. But tests showed that consumers are less likely to feel that way when they have control of content or timing. Of two
groups tested, the one able to exercise control showed 9-15% more attention to the ads and suffered 8-17% less annoyance than the no-choice group. In general, digital ads annoy 70% of consumers, 18%
of whom use ad blockers for streaming content. In addition, 37% have canceled a subscription because of advertising.