This paper aims to theoretically define the subject of research that explores the impact that personalized advertising has for end consumers. Definitions will refer to advertising, that is, general advertising items, divisions, types, and ultimately the very concept of personalized advertising and the research process about it. The following scientific methods were used during the research and collection of results. Method of analysis and synthesis, statistical method, historical method, method of induction and deduction, comparative method and method of description. Past, experience, and privacy concerns are factors that affect the perception of personalized marketing, and this in turn can influence the decision of whether a purchase will be completed or not. The collected target number of 120 respondents on the survey questionnaire completed the research on the topic "Research on the importance and representation of personalization of advertising among the population of Vukovarsko-Srijemska County." In addition to the limitations discussed in the following chapters, the results obtained testify that consumers are still in the process of adopting personalized services. Such services were not fully accepted, the main reason being privacy concerns. Every company and every business needs to make certain level of personalization that consumers consider relevant. The purpose of this research process was to investigate consumers ’perceptions of personalized advertising and how such perceptions affect the purchasing decision-making process. How much consumers will adopt personalized services depends on the approach they take to personalization.