Personalised targeting: Are privacy and targeted advertising reconcilable?

Ged Egan

Consumer engagement based on a reciprocal relationship can overcome privacy concerns around behavioural targeting that followed controversies over Facebook and BT's trial of Phorm software, believes Ged Egan of TNS

At what point does the use of personal information for marketing purposes become an invasion of privacy? How can marketers achieve equilibrium? As more people consciously post personal details on social networking sites, such as Facebook, Twitter and LinkedIn, it is becoming easier and more common for marketers to use this information for commercial purposes. However, targeted advertising has received a mixed reception from consumers. Issues of privacy have arisen as consumers increasingly receive tailored advertising based on information that they have not necessarily consented to being used.