Abstract
Behaviorally targeted advertising promises more revenues for Web publishers.
However, collecting the visitor data needed to enhance online ad targeting is
raising concern among Internet privacy groups, the FTC, state governments -
and consumers.
The Behavioral Targeting Attitudes report explores the pros and cons of
a new advertising tactic that many see as promising, and others view as
threatening.
By the end of 2009, more than two-thirds of the US population - or 200 million
people - will be going online.
This potential audience is unenthusiastic about most forms of online
advertising, notably banners, rich media and the growing area of online video.
A primary reason for their lukewarm attitude is Internet advertising' s
irrelevance, with messages peripheral to their current interests and needs.
Behavioral targeting could fix that - but at what cost?
Key questions the "Behavioral Targeting Attitudes" report answers:
- What will encourage people to accept ad targeting?
- Are consumer privacy concerns a deal breaker for behavioral targeting?
- How much transparency will marketers need to allay consumer concerns?
- Are all methods of behavioral targeting data collection equal?
- Will the government limit how online companies use consumer data?
- And many others....
eMarketer Reports - On Target and Up to Date
The Behavioral Targeting Attitudes report aggregates the latest data
from marketing and communications researchers with eMarketer analysis to
provide the information you need to make smart, accurate business decisions.
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