Published Paper Details:

The study explores the impact of behavioural targeting on users trust and attitude towards digital advertising in Coimbatore city. Digital advertising engagement and advertisements are increasing and is based on users' behaviour, which has become a strategic tool for businesses. But these practices raise critical concerns regarding data privacy and user consent. This research aims to know and understand whether personalized advertising enhances users experience or leads to rejection and distrust. The survey was conducted among 110 respondents using a structured questionnaire. Most of them were young adults who use internet frequently. The analysis revealed mixed responses, personalized ads were seen engaging and relevant but concerns over data misuse and lack of transparency were prominent. Users demanded higher data transparency and ethical practices. The findings indicate a balance between effective personalization and maintaining user trust. The study highlights the need for clear privacy policies and user empowerment in digital interactions. It provides strategic insights for advertisers to refine behavioural targeting practices responsibly.