Synced advertising (SA) has grown in popularity due to its ability to facilitate multitasking and personalize ads to the media content users consume. Research on the effects of SA has been limited, but it has been suggested that repetition and personalization with SA will lead to a stronger, lasting impression. However, there are concerns that SA could be perceived as intrusive and lead to privacy issues. This study seeks to explore how the consumer paradox between perceived relevance and privacy concerns may affect the outcome of the advertisements.

• Hsin-Hsuan Meg Lee(ESCP Business School, United Kingdom)