Ads Desired but Targeting Methods Dodged by Consumers

Behavioral targeting in Web advertising has been a boon to advertisers and placement providers. But its time as a fuel for advertising growth may be numbered. A recent survey by TNS Global, sponsored by TRUSTe, a consumer privacy organization, shows that 58% of respondents are not agreeable to having their browsing history used to serve them ads even when they are aware personal information isn’t involved.

Current legislative thrusts, especially the Federal Trade Commission’s initiative, favor the general sentiment and are perceived by sites like the Consumer Privacy Guide as reflecting a growing interest in protecting the people, with some states going beyond what has been passed at the national level. It says “there is no existing national law protecting the privacy of your information, but federal and state laws do offer some protections.”

TRUSTe has taken a moderate stand on the issue, concluding that consumers want to see relevant ads but do not trust the methods used to deliver them. TRUSTe VP for communications, Carolyn Hodge, notes the success of Amazon in the use of behavioral targeting. She says there are good models out there and that part of the solution is consumer education.