Behavioral Targeting Survey: Consumer Attitudes Revealed

TRUSTe and TNS Global examined consumer attitudes about behavioral targeting, which has become a hot button issue recently. As industry trends increasingly toward delivering customized user experiences, the current [BT] methodology runs up against consumer privacy concerns and calls for greater transparency around emerging tracking and targeting techniques. What consumers are saying about behavioral targeting.....

• Only 25% of ads are relevant.
• 64% would choose to only see ads from companies they know and trust.
• Even with the assurance of anonymity, consumers are wary of third parties tracking their online activity.

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Social Networking - Where Does Responsibility Fall?

In recent years the popularity of Social Networking Sites (SNS’s) has exploded – Facebook, after launching a mere four years ago, now boasts an excess of 97 million users, and the story is similar across the board. The dynamic user-generated design of SNS’s makes them very attractive, but also presents many challenges to both platform providers and users alike. Users disclose PII about themselves and others, share personal and sensitive data and images, and others may chose to implement 3rd party applications that may also collect and disclose user PII. Social Networking Sites have a duty to protect user PII, and make custom privacy controls readily available. More...

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Tip: Social Networking Advice for Advertisers

Advertisers should be aware of the risks associated with advertising on social networking sites. New challenges arise daily and protecting your brand and reputation is more important than ever. Before deciding to partner up with a particular social networking site, consider all of the privacy risks and implications associated with it.

• Consider the context - be comfortable that your advertising might be placed by very personal content
• Partner with social networks that provide the right privacy controls
  
• Don't share data you shouldn’t - avoid the Beacon problem
• Anticipate 3rd Party application functionality
• Manage sensitive data accordingly

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