NEW YORK (July 2,
consumer privacy, particularly regarding behavioral targeting, becomes a big
issue in state legislatures and the Federal Trade Commission, the Interactive
Advertising Bureau seeks to sharpen its self-regulatory fangs. One way marketers
can cope with consumer privacy concerns is to try to temper them, says a new
Behavioral targeting is a way of tracking an
Internet user’s behavior online and then serving an ad that matches that user’s
interest. Consumers want ads that are relevant to their needs, but they have
mixed feelings about how that relevancy should be determined.
One way to ensure that consumers welcome rather than reject
behaviorally targeted ads is to ask them to give their consent to receive them.
Tell them about the real benefits of saying yes, including more-relevant
advertising, says the new report, “Behavioral Targeting Attitudes: The Privacy
Issue.” Another way is to offer them free, valuable services such as access to
movies and prime TV shows, downloads and discounts, and the opportunity for
users to express themselves on social networking platforms.
For more information on behavioral targeting or
to receive a copy of the new report, reach out to the media contacts listed
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