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Targeted advertising is ubiquitous. Through the emergence of new online channels, advertisers have new ways to struggle with identifying consumers and tracking behaviour. They want to guarantee that the advert can influence or touch the best consumer for their company’s product (Anand & Shacar, 2009). This has resulted in the increasing need for targeted advertising.
Adverts can be misperceived and interpreted wrong by consumers by misreading a message, not giving careful consideration or unclear language, Anand & Shachar (2009) call this noisiness. Developments such as “fragmented media” and new technologies, aid in helping advertisers reach a specific consumer, through targeted advertising (Anand & Shachar, 2009). Traditional forms of advertising, including billboards, newspapers, magazines and radio, are progressively becoming replaced by online advertisements (Schlee, 2013). Information and Communication Technology (ICT) space has transformed over recent years, resulting in targeted advertising to stretch across all ICT technologies, such as web, IPTV, and mobile environments.

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