Personalized advertising has become one of the most powerful tools in the digital marketing landscape. By using customer data, behavioural tracking, and analytics to deliver advertisements tailored to individual interests, needs, and browsing behaviour, firms seek to capture attention, increase relevance, and influence consumer decisions. This study examines the role of personalized advertising in shaping consumer buying behaviour. Adopting a descriptive and analytical research design supported by a structured questionnaire survey of consumers, the study measures exposure and attitudes toward personalized advertising and relates them to key stages of buying behaviour, including attention and awareness, interest and consideration, purchase decision, and post-purchase response. The findings indicate that relevant, well-targeted personalized advertising positively influences consumer buying behaviour by capturing attention, improving recall, shortening the search process, and prompting purchase, particularly among younger and digitally active consumers. However, the findings also show that intrusive, repetitive, or privacy-insensitive advertising can create irritation, scepticism, and avoidance, weakening its influence.

Swapnil Wakil Bodade, Dr. Nitin Vasantrao Ganorkar, "Role of Personalized Advertising in Consumer Buying Behaviour" International Journal of Scientific Research and Engineering Development, V9(5): Page(1360-1364) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.