Latest findings from Harris Interactive suggest that if privacy safeguards are in place, most consumers are okay with the ideas and models behind behavioural advertising targeting. With 15% of UK display inventory probably served through behavioural tools today, there’s a lot riding on this. This type of targeting is key for giving a step-change in […]
Latest findings from Harris Interactive suggest that if privacy safeguards are in place, most consumers are okay with the ideas and models behind behavioural advertising targeting. With 15% of UK display inventory probably served through behavioural tools today, there’s a lot riding on this. This type of targeting is key for giving a step-change in the precision of messaging for brands and an uplift in revenues to media owners who are running advertising funded content services. It’s at the heart of the advertising models and the fact most US adults are uncomfortable that some websites use information about their online activity to shape web content and ad delivery will make uncomfortable reading for many publishers.
Key findings: 59% are not comfortable when sites such as Google, Yahoo and MSN use online activity to tailor ads or content, 25% are not at all comfortable, 34% are not very comfortable. The Harris Poll surveyed 2500 people in the US from March 11-18, 2008.
Harris Interactive: http://www.harrisinteractive.com, 10/04/2008
