Most Irish people find it "creepy" when their phone shows ads based on conversations they've had.
That's according to a survey of over 11,500 people by Deloitte globally and included 500 people in Ireland.
It found two-thirds of people are alarmed by the way companies track their personal data.
16% of people said they find it unhelpful when they are given targeted ads based on conversations they've had.
The study also looked at the usage of people's data, and how they feel about it, with 78% saying they'd expect a company or brand to ask for their "express permission" for all uses of their personal data.
More than two-thirds (68%) said they are "alarmed" at how much brands and companies track and use data.
"When you utilise a search engine, a social media platform or literally anything online you are leaving little footprints behind," says Today FM's technology correspondent Jess Kelly.
"Therefore these big tech companies can put your data up for bidding essentially for other companies who then buy that space and offer you ads."
