Asked about privacy issues related to mobile ad targeting, Verklin acknowledged it is an issue. Survey based targeting methods are less controversial so the industry can start with a focus on that way
to reach the right consumers at the right time via cellphone. But he said behavioral targeting, based on cookie-based tracking, is really way to get effective tracking. If people have gotten
comfortable with cookies tracking where they go online, mobile shouldn't be that much different, Verklin. With mobile, the idea of marketers knowing where you are and what you're doing with
location-based tracking gives some the creeps. Finding the right balance between privacy and useful mobile services will be key.
