Marketers have cut back their use of targeted ads by 75% because of privacy concerns, despite research showing such ads are 50% more effective as sales tools than standard display ads, Ponemon Institute has found. The findings reinforce the importance of giving users the ability to opt out of the ads and others tools as part of efforts to self-regulate the industry, according to Michael S. Zaneis, the IAB's vice president of public policy. "If you can diminish the privacy concerns, money will flow into online behavioral advertising," Zaneis said. "It would be a lift for the entire industry."

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