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Retailers are now expanding personalized advertising into consumers’ public life (e.g., via digital in-store displays). Little research has examined how consumers respond to such public personalized advertising (PPA). Grounded in theory on impression management and consumers’ self-concept, three experiments examine when and why social presence and configurations of ad-self-congruity affect consumer responses to PPA negatively or positively. This research reveals that (negative/positive) consumer responses are influenced by a new typology of four distinct ad-self-congruity configurations (i.e., threatening ad-self-(in)congruity vs. bolstering ad-self-(in)congruity). Uncovering contingency factors of the effectiveness of PPAs (i.e., social presence and distinct configurations of ad-self-congruity), the results show that personalization in public diminishes favorable consumer response to threatening self-congruent …