Surfers Give Thumbs Down to Online Behavioral Ads

Most web surfers are not happy with having information collected about them in order for advertisers to provide them with more tailored ads, even where the info is not personally identifiable, according to study results from ad technology firm Burst Media.

Based on the description 'advertisements more relevant to interest', only one-in-five (23%) would not mind if non-personally identifiable information was collected in order for ads to be better targeted.

Over 60% of respondents are aware of the tracking, collecting and sharing of information that occurs as a result of online activities. Among them, three out of five (62%) respondents believe it is likely that web sites are tracking their behavior online by collecting information on how they navigate and interact with sites.

Around 80% of web surfers across all age groups are concerned about privacy issues relating to data gathered about their age, gender, income and web surfing habits. In the 18-24 year old age bracket, 67% are worried about this issue, while 86% of respondents aged 55 years and older say they are disturbed by the idea.

More than 4,000 Internet users participated in the survey, designed to understand how privacy impacts on both the consumer and advertiser experience.

'Online privacy is a prevailing concern for web surfers,' said VP of Marketing, Chuck Moran. 'Advertisers must take concrete actions to mitigate consumers' privacy concerns and at the same time continue to deliver their message as effectively as possible.'

Earlier this month, four US marketing and ad industry associations partnered to develop self-regulatory principles which will address such concerns about the use of online consumer data for behavioral advertising purposes. Meanwhile in the UK, phone giant BT is still under scrutiny nearly three years after it used customers' data without their permission.

Online media and technology company Burst Media was founded in 1995. Its web site is at www.burstmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.