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BizReport : Advertising archives : June 14, 2010


Zogby: Behavioral targeting in public consciousness in a bad way

No one wants to think they're being watched by Big Brother, and that is exactly how many consumers see behaviorally targeted advertising. According to a recent Zogy poll more than 80% of US consumers believe behaviorally targeting ads is 'an unfair business practice'.

by Kristina Knight

Most Americans are concerned about behavioral targeting and their personal privacy, that according to Zogby researchers. The firm recently polled more than 2,100 US adults about how they felt about businesses which employ behavioral targeting strategies. Most of those polled were either 'very concerned' or 'concerned' about the practices of behavioral targeting, and about three-quarters (77%) said they would support a 'do not track list' that would be similar to the Do Not Call lists employed by the telemarketing sector.

The Zogby poll is the latest of many reports citing consumers' question of the B.T. practices; most poll research agrees that consumer's don't want to be tracked and followed. Now, it seems, that marketers are not only catching on to that fact but that they are pulling ad dollars from behavioral targeting firms until privacy issues are addressed.

A recent report from the Ponemon Institute indicates that, although many brands are employing behaviorally targeted ads, they are holding back ad dollars until there is more privacy to the procedures. Once those privacy questions are addressed, Ponemon researchers expect the behavioral spend to increase as many as four times.

The poll was commissioned by the telecom industry's Scott Cleland.






Tags: behavioral targeting, online advertising, Ponemon Institute, targeted advertising, Zogby








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