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21:03 7th April 2010
Consumers are still suspicious of advertisements based on behavioural targeting, a recent study by Addvantage Media has found.
According to the 2010 Online Advertising Report, more than 50 per cent of the respondents said they would unsubscribe from targeted ads if they were given the opportunity.
The report, which polled some 2,000 consumers, also found that behavioural advertising accounted for about 18 per cent of ad revenue for the businesses questioned.
According to Stuart Coleman, managing director of AudienceScience and head of the Internet Advertising Bureau's Behavioural Targeting Council, the marketing practice's negative perception can be altered by providing customers with more education.
"The biggest requirement for consumers is education. If you look at the basic practices of behavioural targeting, it performs no differently to any other type of marketing that has been going on for years," he said.
Mr Coleman described people's misgivings about being tracked online as unsurprising, adding, however, that if consumers were better informed they "would be more comfortable with that process".
Written by Paul Davis
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