Tuesday, February 16, 2010

How Should Marketers Address Concerns About Ad Targeting?

The main unit of currency for online advertising is data. Players in today’s shifting ad landscape increasingly recognize that audience data fuels online advertising more than ad impressions alone, particular contexts or sites where the audience is found—or even various types of ad targeting that depend on the data.

But for marketers to make the most of that data requires an audience that understands the trade-off between better-targeted advertising and access to the ad-supported online content they have come to expect.

“Audience discomfort around marketers collecting data has led to calls for regulation, and some brands are staying on the sidelines of behavioral targeting because they fear consumer backlash,” said David Hallerman, eMarketer senior analyst and author of the new report, “Audience Ad Targeting: Data and Privacy Issues.” “Still, spending on behaviorally targeted ads is up, and if understanding between advertisers and consumers improves, outlays will only increase.”

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