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Survey Shows Consumers Want Some Targeted Ads

BEHAVIORAL TARGETING—U.S.

April 19, 2013

A Digital Advertising Alliance (DAA) survey has shown that nearly 70 percent of respondents would like at least some targeted advertisements, Ad Week reports. "It's unfortunate that targeted advertising has been conflated with all kinds of privacy fears," said DAA Managing Director Lou Mastria, adding that he hopes the study will inform the debate surrounding the necessity of legislation. "We asked real specific questions about the real-world proposition, the value exchange between advertising and the experience on the Internet," he continued. "And that yields clear answers." However, Annenberg School of Communications Prof. Joseph Turow analyzed the poll and expressed doubts over the validity of results.
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