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Study Finds Link Between Privacy and Successful Advertising

ONLINE PRIVACY

February 12, 2010

A new study by researchers at the University of Toronto and Massachusetts Institute of Technology suggests companies need to consider consumers' sense of privacy in advertising campaigns, the Financial Post reports. Based on surveys of more than two million users of nearly 3,000 online ad campaigns, the study has found that while ads complementing Web site content and those that are highly visible are the most effective, that is not the case when the two forms are combined. The survey indicates negative reactions to such ads are linked to privacy issues, as those participants who refused to divulge certain personal information also tended to react adversely to highly visible ads related to Web site content.
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