In this interview-based behavioral targeting study, Blase Ur, et. al, was able to obtain more detailed information about user perceptions of online behavioral advertising, and suggests improvements on notice and choice. You can get the pdf of the original behavioral targeting article here: Users Perceive Online Behavioral Advertising as Smart, Useful, Scary and Creepy.
This is the summary of an article by Miguel Helft and Tanzina Vega. Here’s the link to the original behavioral targeting article: Retargeting Ads Follow Surfers to Other Sites.
If you remotely show interest in buying a certain product that appears in a website, but decide not to for now, that product can follow you around as ads that appear in other websites. If you don’t know anything about behavioral targeting, it will probably creep you out. While more people are now more familiar with targeted ads, the thing is, these ads are becoming even more targeted and suited to meet individualized needs and highly specified products they have seen online. This technique is known as personalized remarketing or retargeting.
To be successful with advertising in the past, you needed to mass advertise. Even with that strategy, you know only a few people you actually reached with your ads are interested in your products and services. Now, with online advertising, both the advertiser and customer will benefit from targeted ads where advertisers can expect to get a higher response rate and consumers will be kept from seeing irrelevant advertisements. This is the summary of an article by Aleecia McDonald and Lorrie Faith Cranor. You can get the pdf of the behavioral targeting article here: Beliefs and Behaviors: Internet Users’ Understanding of Behavioral Advertising.
Behavioral targeting is a strategy to effectively disseminate timely advertisements to the right person at the right time. This strategy has been put under fire because of concerns regarding privacy. The need for effective tools for marketing is as glaring as the need to survive in the world of business.
You are giving off a lot of personal information online. Signing up may ask for your name, zip code, among other info, but big software companies such as Microsoft know more information thank you think they do. For example, they know exactly when you check your inbox, and the average monthly income of your neighborhood. Indeed, these companies aggregate and collect data in very complex ways using complicated tools that record user online behavior merged with other data. Many users are unaware that these companies know so much about them. This is the summary of an article by Michelle Kessler and Byron Acohido, which talks about targeting behavior and mining for online user data. You can get the pdf of the behavioral targeting article here: Data miners dig a little deeper
This is the summary of the article by William Gilmore and S. Altan Erdem, which talks about the pros and cons of recent behavioral marketing techniques, and the use of biometrics to improve these techniques. You can get the PDF of the behavioral targeting article here: Online Internet Marketing Using Biometrics..