Point of View: Behavioural angst

Debate rages in the US media industry about online consumer targeting. Consumer privacy advocates are lobbying for laws to limit marketers' ability to target messages at consumers based on their online behaviour.

Point of View: Behavioural angst

Joe Mandese

A few years ago, I took up golf, started shopping for a set of clubs and did some research on sites, such as Callaway.com.

Ultimately, I ended up buying a set of Pings, but to my surprise, ads promoting Callaway golf clubs began appearing on websites I visited that had nothing to do with golf. That was about five years ago, and the Callaway ads are still following me around, even though I am no longer in the market to buy golf clubs.

Callaway has obviously been utilising the science of...

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