Yesterday’s New York Times had an interesting article that describes web users feelings about advertisers tracking their web usage. The article details recent results from a joint survey by Penn and Cal Berkley. The survey indicates that two thirds of Americans object to online tracking by advertisers-and that number goes up once they learn the different ways marketers are following their online movements.
The study’s authors hired a survey company to conduct interviews with 1000 adult internet users. The interview, which last about 20 minutes, included questions like “Please tell me whether or not you want the web sites you visit to give you discounts that are tailored to your interests? Overall tailored ads did not appeal to 66% of the respondents.
A full breakdown is shown below.
Recently, the European Commission threatened Britain with sanctions for allowing an Internet service provider to use a new advertising technology to track the Web movements of customers.
In the United States, lawmakers in both houses held hearings last fall on targeted advertising. The topic may be technical, but it has become a hot political issue. Privacy advocates are telling Congress and the Federal Trade Commission that tracking of online activities by Web sites and advertisers has gone too far, and the lawmakers seem to be listening. Although no legislation came out of the deliberations, one broadband operator, Charter Communications of St. Louis, dropped plans to conduct a test of behavioral advertising technology after receiving protests.
Marketers are arguing that advertising supports free online content. Major advertising trade groups proposed in July some measures that they hoped would fend off regulation, like a clear notice to consumers when they were being tracked.
The most important thing is to bring the public into the picture, which is not going on right now. So how do you feel about being “tracked”, the government wants to know.
