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ARTICLE · 18 APRIL 2008

Behavioral Advertising - How To Get It Right?

Duane Morris LLP
Duane Morris LLP
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Internet users tend to desire customized experiences, whereby content that is relevant to their particular interests is brought easily to their attention. Yet, Internet users have concerns about the revelation of their private information.

United StatesMedia, Telecoms, IT, Entertainment
Eric Sinrod
Eric Sinrod
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Internet users tend to desire customized experiences, whereby content that is relevant to their particular interests is brought easily to their attention. Yet, Internet users have concerns about the revelation of their private information.

Therein lies the crux of the issue when it comes to behavioral advertising, as such advertising targets relevant content for individual users; however to do so, it relies upon information specific to these users.

A recent study by TRUSTe, a consumer privacy organization, and TNS, a global market and insight and information group, highlights the intersection between the desire for specific content and the fear of disclosure of private information.

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