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Ad Personalization Spurs Growth and “Creepiness”

BEHAVIORAL TARGETING—U.S.

June 25, 2012

As more e-tailers use online ad customization, companies are realizing the need for a balance between personalization and restraint, The New York Times reports. Half of the largest online retailers now use ad personalization--up from 33 percent during the previous year--and are turning to specialty software companies to help analyze consumer data. When companies engage in “hyper-customization” they risk alienating their customers, according to one expert. “In conversation, if you think it’s odd that you know something about someone that they didn’t share with you, don’t use it,” he said. “What we’re trying to shoot for is friendly, cordial and helpful as opposed to crossing the line and being creepy.” (Registration may be required to access this story.)
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