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What the Public is Saying About Behavioral Targeting

Some statistics worth viewing for online advertisers

In an age where privacy and freedom on the Internet is heavily discussed, the majority of users are saying that online advertisers should not be allowed to participate in behavioral targeting.

Behavioral targeting is a way some online advertisers collect data about users to create more effective campaigns. They do this by collecting information on an individual’s web-browsing behavior, such as the pages they often visit or the searches they engage in.

A recent survey conducted by USA Today and Gallup showed that only 35% of all individuals asked believe the invasion of privacy associated with behavioral targeting is worth allowing people free access to websites.

Additionally, only 30% believe advertisers should be allowed to participate in matching ads to interests based on websites visited.

When it comes to those who would allow it the most, 57% of those surveyed between the ages of 18 and 34 would accept advertisements to target them only if they were advertisers they specifically chose.

What does this mean for the future of behavioral targeting? Many Internet marketers hope to continue regulating their own industry, even as the government may disagree. These statistics may have an impact on that decision.

What do you think about behavioral targeting? Do you enjoy receiving targeted advertisements, or do you feel it’s a breach on your privacy?

For more information on the topic, including additional statistics, take a look at this article from eMarketer.

Posted in Audience Development Strategy

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