Study: Consumers know when they’re being targeted by behavioural ads

Increasingly digitally savvy consumers know when advertisers are targeting their behaviour, and understand the basics of the practice, research from Harris Interactive shows, eMarketer reported yesterday.

U.S. Internet users have noticed ad relevancy increasing over the past few years; however, they don’t see most online display ads as being relevant to them. Still, those who say at least a quarter of display ads are relevant has been increasing since 2008.

Internet users are also learning the lingo: 30 percent said they are aware of what “do not track” means; 84 percent are aware of the term “Internet cookies;” 66 percent recognise the term “interest-based advertising;” and 65 percent recognise “online tracking, according to eMarketer.

Image: eMarketer
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