News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Most consumers choose not to opt-out of behavioral targeting
Marketers who feared opt-out icons on targeted advertising would lead to a mass uptake can relax. Recent analysis has shown that, when given the option to opt-out of behavioral tracking, many consumers don't bother.
Earlier this year, the Digital Advertising Alliance, representing thousands of advertising and trade companies, announced details of a program designed to give consumers more control over how their Internet browsing habits are used to target ads.
Advertisers that collect Internet user information for behavioral targeting of ads were encouraged to implement an "Advertising Option Icon" on websites, or near ads, where behavioral tracking has been used.
But, as ClickZ reports, recent analysis from Better Advertising shows few consumers are choosing to opt out. An average of one in 700,000 who were served an ad with the icon chose to opt out - a rate of about 0.00014%.
Of those that clicked on the icon and were presented with information about tracking, only 5% decided to continue the process and fully opt out.
This is great news for marketers who depend on targeted advertising to hone their response and conversion rates.
"There's always a chance the number of users opting out could go up as more advertisers implement the icon... It's early days, but there's no indication the opt out rate will go up dramatically," said Better Advertising CEO Scott Meyer.
"Whatever the [opt-out] rate is, it's so small that it's not going to destroy the business."
- Study: Safety key to wearables future
- Study: Half of shoppers look for 'https' or other security symbols online
- Cash, and wallets, soon to be things of the past?
- Expert: How Siri, Echo are changing content needs
- Costumes are big business again this Halloween
- Mobile to play increasing role in holiday season shopping
- Nielsen research reveals countries least likely to embrace mobile-only banking
- Mobile use in restaurants - tolerable or taboo?
Featured White Papers
- How to Master the Art of LinkedIn InMail Prospecting
Learn how to improve your LinkedIn Inmail prospecting skills with this practical guide, complete with real-life examples....