Opinions about behavioral targeting are divided. Some are pro-behavioral targeting while others are anti-behavioral targeting. A recent study on individuals that understand and work in the online ad industry was conducted. However, these individuals may or may not fully understand the whole concept of behavioral targeting. The study shows that around 25 percent of individuals in the USA are not in favor of online behavioral tracking. Around 40 percent of these individuals delete the cookies in their cache or web histories. Only 11 percent are in favor of behavioral targeting.
Behavioral Targeting is not a new concept
Did you know that behavioral targeting already existed more than a hundred years ago? When Montgomery Ward catalog came out in 1872, the concept of behavioral targeting started. When a catalog arrives in front of your door, you are already their target customer, and you wonder how they are able to send you a catalog that you wanted. This is similar to the concept of online targeting.
Pro-cookies and for behavioral targeting
Individuals who are pro-cookies say that tracking cookies are a good thing. There is no need to delete it in the trail, mail or cache. They know that cookies do not contain any personal identification information. Cookies do not contain any material to know who you are; name, age, address, etc. The advertisers do not actually care about any personal information about you. All they care about is the profile of their target customer and the ads that they can flash in front of you.
Anti-cookies and not for behavioral targeting
On the other hand, there are people who think tracking cookies is not a good thing. There is a need to delete it in their mail or cache. These people are scared of the possibility of knowing any personal information about them. They do not want their online behavior to be followed or be tracked. Target online advertisement is an idea that they are not comfortable with.
Self-assessment for behavioral targeting
Are you now thinking if you are a pro or anti behavioral targeting? There may be a lot of things going on your head right now. You may be puzzled if you are going to delete those cookies in your email or cache or you should retain it. It all depends on your desire to be followed on your online activity or not. You may be bothered for security reasons. You just need to weigh the pros and cons, and read more on details about behavioral targeting.
