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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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.
Executive Summary
US Internet Users and Penetration, 2007-2012 (millions and % of population ages 3+)
Key Questions
The eMarketer View
Key eMarketer Numbers: Behaviorally Targeted Online Ad Spending
Consumer Attitudes
Attitudes of US Internet Users toward Online Advertising, by Age, October 2007 (% of respondents*)
US Adult Internet Users' Attitudes toward Online Advertising, February 2008 (% of respondents)
US Adult Internet Users Who Are More Willing to Pay Attention to Advertising that Is Personalized, by Age, 2006 & 2007 (% of respondents)
US Adult Internet Users Interested in Receiving Personalized Ads, by Channel, 2006-2007 (% of respondents)
Percent of Online Ads Relevant to US Adult Internet Users' Needs and Wants, February 2008 (% of respondents)
Comfort of US Internet Users with Websites* that Target Ads or Content to Personal Interests Based on Usage, by Generation, March 2008 (% of respondents in each group)
Familiarity with the Term "Behavioral Targeting" among US Adult Internet Users, February 2008 (% of respondents)
US Internet Users* Who Are Receptive to Behavioral and/or Contextual Online Ads, April 2007 (% of respondents)
US Online Shoppers* Who Are Receptive to Behavioral and/or Contextual Online Ads, April 2007 (% of respondents)
Privacy Issues
Comfort of US Internet Users with Websites* with Privacy and Security Policies that Target Ads or Content to Personal Interests Based on Usage, by Generation, March 2008 (% of respondents in each group)
US Adult Internet Users' Attitudes toward Advertisers Using Their Browsing History for Advertising Purposes, February 2008 (% of respondents)
US Adult Internet Users Who Delete Cookies Stored on Their Computer, by Frequency, February 2008 (% of respondents)
US Adult Internet Users' Attitudes toward Online Privacy, February 2008 (% of respondents)
Online Privacy Timeline
Related Information and Links
Related Links
Contact
Report Contributors
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.
America Online (AOL)
AudienceScience (formerly Revenue Science)
ChoiceStream
Deloitte & Touche
eMarketer
Harris Interactive
Harrison Group
JupiterResearch
TNS Global
TRUSTe