Algorithmic Ads-Driven Personalized Advertising: Privacy Leakage Risks and Consumer Acceptance

Nowadays, online shopping platforms are becoming increasingly popular, and advertising has become a highly effective marketing tool. Personalized advertising is emerging in the public eye, referring to predicting users' preferred products based on their preferences and shopping habits to promote consumption. This article uses the literature research method to discuss the advantages and disadvantages of algorithm-driven personalized advertising, public acceptance, and whether it is reasonable to use personalized advertising. First, it analyzes how relevant algorithms drive online platforms to clean data to achieve personalization. Second, algorithm-driven personalized advertising makes it easier for platforms to speculate on users' private information, such as gender, age, and religious beliefs, which brings about the risk of information leakage. It also analyzes consumers' willingness to continue using personalized advertising even though they know there is a risk of personal information leakage; some consumers believe personalized advertising can improve the efficiency of shopping and improve consumer satisfaction, while others worry about privacy leaks. Finally, in today's environment of widespread personalized advertising and increasingly intense public concerns about privacy, this article combines legal analysis with a brief discussion of the current situation and puts forward suggestions for advertising companies to continue to develop in this environment, such as reducing the degree of personalization and strengthening privacy protection measures.