AOL gives users behavioral targeting lesson

Perhaps the idea of educating Internet users about the whys and wherefores of behavioral targeting isn’t such a bad idea after all. AOL plan to arm consumers with the knowledge to allow them to make educated choices about whether or not to opt-out of such targeting.

In an online world of perceived clutter and irrelevance, turning consumers on to the idea of receiving ads they want and improving their online experience can only be a good thing as transparency often diminishes fear.

The problem, says Dave Morgan, chairman of Tacoda, is that the advertising industry hasn’t communicated these benefits to the consumer. "We haven't communicated why they keep getting that ad about mortgage rates or reconnecting with an old classmate or free ringtones," he said.

AOL’s educational campaign will expand upon Tacoda’s efforts of the past year with the deployment of hundreds of millions of banners ads promoting the benefits of targeted advertising. The ads contain links that allow consumers to opt-out of AOL’s behavioral targeting program.

Some think AOL is doing too little, too late. "This is a meaningless gesture on the part of Time Warner," said Jeff Chester, executive director of the Center for Digital Democracy.

Tags: behavioral advertising, behavioral targeting, data gathering, privacy, tracking