Integral Ad Science data from Q3 2023 shows that in the US, people are most open to ads on websites for shopping (36%), news (35%), social media (35%), and entertainment (34%).

According to the Insider Intelligence/eMarketer report, no website got more than 36% since users are not enthusiastic about seeing ads.

Retail media search and display adverts on online stores are benefiting from consumers’ comparatively high acceptance of advertisements on shopping sites.

While consumers’ receptivity to ads on news and entertainment sites is excellent news for advertisers, it may be more challenging to convert on these sites because customers do not typically browse these sites¬†with the aim of shopping.

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