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BEHAVIORAL TARGETING

April 28, 2010

Another advertising industry trade publication is examining the consumer privacy implications of marketing efforts, asking readers to imagine if personal information ranging from their dates of birth to their mortgage balances to their favorite sports teams could be compiled by marketers into personal profiles for targeted advertising. Following an experiment conducted by Advertising Age, reporter Michael Bush describes how everything from how long he has lived in his house to his personal view that health is "a core value" was gathered by a database marketing company. Acknowledging the privacy debates around behavioral targeting, Bush writes that such information is "a necessity to deliver consumers highly targeted and relevant ad messages." The key, the report states, is meeting customer expectations about privacy and keeping their data secure. (Registration may be required to access this story.)
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