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Revealing why personal data has been used to generate ads can help consumers realize the upside of targeted ads. In one experiment by tiffany barnett white of the university of illinois and her colleagues, a personalized ad by a movie rental company that invoked users’ physical locations backfired, but its performance improved when the copy explained why the physical location was important: the consumer was eligible for a service not available in all places. A commitment to provide justification can also foster appropriate use of data. If you have difficulty coming up with a good reason for the way you use consumers’ data, it should give you pause.