Behaviorally targeted advertising, which is expected to grow 60% by 2112, holds the promise of relevant advertising and greater revenues from ad inventory. But consumers are sensitive both to their behavior being tracked online and to the constant influx of marketing messages beamed at them. One way of directly addressing consumer concerns is by making ad targeting truly opt-in rather than opt-out. And for consumers to sign on, marketers will need to offer clear trade-offs, including access to valued media such as movies and prime TV shows, marketing messages that speak directly to the individual's current needs, and downloads and discounts.
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