When advertisers use remarketing, affinity audiences, custom affinity audiences, in-market audiences, similar audiences, demographic and location as targeting, the ads shown to the users are personalised ads.
On Google there are 5 tartgetings types (None, Placement, Run of Network, Contextual and Personalised). Normally the Personalised targeting has higher CPM’s, and CPM’s can be the double on Personalised, compared with the other targetings.
Users can block personalised ads, under the ad settings. Publishers using Adsense are also able to block the Personalised Ads.