Page 1: Welcome: participant information and consent

Are you ever delivered online ads based on your age, gender and/or other identity categories? Do you notice the same ads being delivered to you again and again? Do you ever feel annoyed - or conversely happy - to be delivered targeted advertising?

This study looks to gauge and analyse web user responses to questions like these, in order to understand more about the targeted ads we notice the most – especially in relation to gender, age and other identity markers. If you use sites such as YouTube, Facebook or Twitter and get delivered ads, we would love to hear your thoughts. Please see below for more information about the study and how to participate.

Thank you very much for considering to take part in this study by filling out this survey. Please take time to read the following information carefully.

What is the aim of the Study?

This survey is part of the 'Advertising and Attention' research project, and is about the ads delivered to web users on social media and video-sharing sites such as YouTube, Facebook, Twitter or Vimeo. The purpose of the survey is to gauge and explore how social media users feel about the types of (targeted) advertising they see when they use social media and what types of advertising they notice most, especially in relation to ads that might be targeted to users based on their gender and other identity categories.

What does participation in the study involve?

Participation in this study involves answering the following survey questions on social media use and targeted advertising - there are seventeen questions and the survey should take around 10 minutes to complete. At the end of the survey you will be asked if you would like to leave your email address to be contacted about a possible follow-up interview on your survey responses - this is entirely optional and you are welcome to fill in the survey without leaving your email address. Interview participants will be given the chance to win a £50 gift voucher of their choice for their time. 

How will participant responses be used?

All survey and interview responses will be anonymised and will be used as part of a Digital Media and Cultural Studies Research project investigating advertising consumption, demands for user attention and identity construction in online contexts. Though there is substantial academic work on identity and advertising, there are limited responses from web users themselves in regards to how they feel about the advertising they see online, and how it might relate to their sense of self. This study looks to contribute to existing Media and Cultural Studies research by asking users themselves how they feel about targeted advertising in online spheres.

Do I have to take part?

No - taking part is entirely optional and you can withdraw from the study at any time prior to the publication of any findings by emailing If you do decide to withdraw and do not want to be included in any findings then it is recommended you email within one month of filling out the survey.

Who can participate?

Anyone who uses social media or video-sharing sites and is over the age of 18 can participate.

Who is undertaking this research?

This study is being conducted by Dr Tanya Kant, Lecturer in Media and Cultural Studies at the University of Sussex, UK. Her research explores web user engagements with algorithmically personalised in relation to identity, labour and economies of the internet. Her research profile can be found here: and you can follow project developments here: 

If you have any questions about the survey or research please don't hestitate to contact her at


1.1. Consent: Required
2.2. Are you 18 years old or over? Required