Thursday, July 22, 2010
Web Users Demand Control over Ad Targeting
While some of these mixed messages suggest consumers may be confused about online privacy and what behavioral targeting entails, research from online ad preference management provider PreferenceCentral calls into question whether consumer education is a solution for marketers.
Asked if they would prefer to pay for content, view targeted advertisements in exchange for free content, or receive limited free content supported by untargeted ads, 58% of US internet users chose targeted ads. But their willingness to receive those types of ads decreased after they became more educated about how behavioral targeting worked.
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