“Nobody’s going to opt in†to behavioral targeting, according to Ari Brandt, CEO of Linkstorm, but Brandt failed to deflate the hopes of Eric Wegerbauer of Direct Partners, who
replied that a combination of precise targeting and excellent creative could indeed produce opt-ins. James Kiernan of Mediavest said self-regulation is the way to go, and was optimistic that
consumers will opt in if the advantages and benefits of behavioral targeting are explained to them. Brandt himself said he's not concerned, since Linkstorm is "the last mile" of behavioral targeting,
in that its audiences tend to be highly self-selecting.
