Who's watching?


When shoppers see online ads presented to them based on their previous behavior, they’re more likely to click on them and make a purchase. But that doesn’t mean consumers like the idea of such behaviorally targeted ads.
And, when given details about the web-tracking tools retailers and ad networks use, consumers are even less comfortable, according to a 2009 study conducted by the University of California, Berkeley School of Law’s Berkeley Center for Law & Technology and the University of Pennsylvania’s Annenberg School for Communication. The study found 73% of consumers say they opposed advertising based on a consumer’s activity on a particular web site and 84% opposed ads based on a consumer’s activity across the web. As for seeing personalized ads themselves, 66% said they don’t want marketers to tailor ads to their interests.