Behavioral Targeting and Privacy

Can informed consent put consumers at ease?

Marketers today must face the ongoing challenge of determining the proper balance between online ad targeting and privacy. However, the general public may be less concerned about the matter than privacy advocates might suggest.

Of the 2,513 respondents to a recent Harris Poll, 55% said they were very or somewhat comfortable with Websites that had privacy policies allowing targeted advertising and content. And, unsurprisingly, the youngest respondents—ages 18 to 31—were more comfortable than average, with 62% indicating approval of such privacy policies.

Still, 45% of the Internet users polled said they were not comfortable with policies that allow ad targeting—and that is too big a group for marketers to ignore.

Comfort of US Internet Users with Web Sites* with Privacy and Security Policies that Target Ads or Content to Personal Interests Based on Usage, by Age, March 2008 (% of respondents in each group)

US Adult Internet Users' Attitudes toward Online Privacy, February 2008 (% of respondents)