Advertising is a decades-old revenue engine for brands, but it’s gone off the rails in an era of data and technology obsession. Consumer attitudes toward advertising are highly variable, but brands have no idea of this and ignore this critical dimension in their advertising. Little understanding of consumer ad sentiment and too much short-term thinking has led to a crisis in consumer ad experience and threatens brands’ business growth. This research will help B2C marketers determine what steps to take to get back on track.