On the Mark? How Online Behavioral Targeting Benefits Consumers as well as Advertisers
ONLINE BEHAVIORAL TARGETING
(OBT), the process of collecting consumer information across third-party Web sites for purposes of delivering relevant advertising messages, has become a major regulatory and legislative focus. A recent survey by the market research firm Synovate found that 35 percent of Americans would reject behavioral targeting because they are concerned about monitoring services collecting data about them. Tony Hadley, senior vice president of government affairs and public policy for the Experian Group of companies, in Costa Mesa, Calif., is one of the key...