"Behavioral Advertising" is the term used by advertisers for when they track audience behavior and serve relevant advertising to an online consumer.
Advertisers love it.
Many consumers are scared of it.
When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, and all sorts of other behavior is collected, creating a profile that links to that visitor's web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow advertisers to position their online ads in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. On the theory that properly targeted ads will fetch more consumer interest, the publisher can charge a premium for these ads over random advertising or ads based on the context of a site.
In other words, behavioral marketing is the reason you see ads for the sites you have recently visited, with advertisers hoping to lure you back. An advertiser's goal is to increase relevancy based on the collected data and foster a better conversion rate.
Advertisers love the ability to target consumers. But many consumers feel such tracking is an invasion of privacy, with few consumers knowing they can opt out of such programs.
So, The Digital Advertising Alliance, the ad industry's self-regulatory program for online behaviorally targeted advertising, recently launched an advertising campaign with the goal of helping consumers understand the benefits of targeted ads.
The 'Your AdChoices' campaign builds upon the DAA's two-and-a-half year effort to develop and implement cross-industry best practices and effective solutions for the collection and use of data through its Advertising Option Icon.
"With widespread industry adoption of the DAA's Self-Regulatory Principles, the DAA remains committed to informing consumers about interest-based advertising, online data collection and use, and the simple way they can exercise control over their web viewing data," said Peter Kosmala, managing director, Digital Advertising Alliance. "This highly creative public education campaign is an important step in that ongoing process."
While the ads don't explicitly tell consumers they have the ability to opt out of behavioral targeting, they feature the Ad Choices icon that the DAA has created for advertisers to embed in their ads. Clicking on the Ad Choices icon allows a web user to opt-out of behavioral targeting.
Advertising, in order to educate consumers about advertising--hum.
Source: Advertising Age