Commentary

a good idea: behavioral targeting with consumer input

  • by , Staff Writer, December 11, 2010
Lori Weiman, CEO of the Search Monitor, just came up with an interesting idea (already in limited use by Google and Yahoo) to allow users to gain access to their behavioral targeting profiles to correct information, make more precise so advertisers can target more relevant ads to them. When the audience was asked if they would participate in such a system, at least half raised their hands. Of course, they're at SIS so they're probably drinking the koolaid. I wonder what the general public thinks?
1 comment about "a good idea: behavioral targeting with consumer input".
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  1. cj mccabe, December 11, 2010 at 12:43 p.m.

    You're right about the skewed sample at SIS. And, given that, a 50% "yes" ain't great. In order to sway the general public, marketers should consider an opt-in protocol sweetened with "benefits". And doing our work for us by "correcting their profiles" doesn't cut it, IMO

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Erik Sass is editor of Publishers Daily. You can reach Erik at eriksass@gmail.com.

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