Is There Middle Ground Between Privacy and Profit?
BEHAVIORAL TARGETING—U.S.May 17, 2010
The online behavioral targeting focus in a privacy bill proposed by Rep. Rick Boucher (D-VA) relates to what ClickZ News columnist Amy Manus calls the "new 'church and state'--that fine line between making a buck and consumer privacy issues." In balancing online advertising with consumer privacy, Manus points to a recent study that indicated 88 percent of those responding "would like to see more targeted offers from brands they trust." When it comes to behavioral targeting, Manus suggests, "there has to be middle ground, giving a higher level of privacy to consumers while not significantly compromising the ability to successfully target, optimize and measure advertising effectiveness."