BT Marketing 101

What can the behavioral targeting industry do to better establish trust and improve SEO? Vicky Chen explores some fundamental ways to interpret trust and its implications for behavioral targeting. For starters, she writes, there are three key dimensions of trustworthy behavior: ability, integrity, and benevolence.

With the three definitions of trustworthy behavior in mind, she provides a list of to-dos for the behavioral targeting industry that could establish trust with consumers. The list includes demonstrating behavioral targeting's ability to improve user experience, establishing consistency and predictability with consumers, and communicating openly and accurately, among others. In other words, be completely transparent about intentions and motives for targeting.
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