Evidence on behavioural targeting

In thinking about the shift towards online promotional activity, one of the perceived benefits to marketers is the potential for using information about a user’s web browsing behaviour to target adverts based on likely interests. However, such benefits can raise potential privacy concerns amongst users. So-called behavioural targeting can be shallow (using cookies) or based on what is called ‘deep packet inspection’. In Chapter 7, you will find a short case on Phorm – a BT firm that has attracted a lot of criticism. The Office of Fair Trading has just published a very useful market study of behavioural targeting in the UK. It includes estimates of market size, an assessment of consumer attitudes, perceived benefits and disbenefits, and potential regulatory remedies.

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