innovation

Consumer reaction to behavioural targeting

By Andrew Horsfall,
Marketing Assistant
at fhios.

Recent research shows that 81% of users do not know that they have the right to opt out from behavioural targeting.

The survey of more than 1,000 internet users was carried out by the Internet Advertising Bureau (IAB) and business law firm Olswang.

The survey also found that almost 66% of UK internet users were not aware of the use of behavioural targeting in online advertising.

But there was some support of behavioural advertising, with 74% of internet users comfortable with it,  if they are given information on what data is collected and how it can be controlled.

Nick Stringer, head of regulatory affairs at the IAB, commented:
“As online becomes more about the internet user and ads become more targeted, it’s never been so important to consider and respect consumers in order to keep digital marketing popular, and effective. That’s why investment in attitudes and levels of understanding are key to the development of the online behavioural advertising industry.”

These findings show a contrast between consumer attitudes in the UK and USA, where a survey published by the University of Pennsylvania and the University of California found that:

• 66% of Americans do not want to be tracked online by advertisers
• 86% of Americans do not want to be tracked online by advertisers after knowing what behavioural targeting involves

In the UK behavioural targeting specialist, Phorm, found itself at the centre of a backlash from UK privacy campaigners over its ISP-level technology. Its efforts to roll out its offering in the UK came to nothing as ISPs distanced themselves from adopting its Open Internet Exchange.

Recently Microsoft, Google and Yahoo! united to try and convince brands that running better targeted ad campaigns was the best way to run a successful online campaign.

© 2009 fhios insights.