Behavioral targeting has become one of the most controversial vehicles for reaching consumers in the digital age. The more consumers know about how they are monitored, the less they like being monitored, according to a study of US opinions about behavioral targeting conducted by professors at the University of Pennsylvania and the University of California, Berkeley.

The study found that most US adults (66%) do not want marketers to tailor advertisements to their interests, and only 47% appreciated getting discounts targeted to their interests:

Knowledge Increases Resistance to Targeting

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