Consumer (Dis)Comfort With Online Tracking
Friday, March 28th, 2008In privacy debates about online advertising, the focus is most often on consumers. Consumers love free content, the advertisers and ad networks say. They say consumers are willing to have their online activities analyzed and categorized, because an ad for a minivan that lands in front of a soccer mom is valuable, and valuable ads are what support the free content consumers love. On the other hand, privacy advocates like CDT say that consumers should be in control. We say consumers should know they’re being tracked, and if they’re uncomfortable with the tracking, they should have a way to avoid it. Even if it means one less minivan ad pitched to a soccer mom.
Today, we have a new window into just how comfortable or uncomfortable consumers may be with online tracking.
In survey results released yesterday by Harris Interactive and Alan F. Westin, we find that consumers aren’t quite as comfortable as advertisers and ad networks may want them to be. The 2,513 adults surveyed were told that Web sites like Google, Yahoo!, and MSN can provide free search engines and email accounts because they profit from online advertising. When asked how comfortable they would be with these sites using information about their online activities to tailor ads and content to their interests, 59% of survey respondents said they would not be comfortable, while 41% said they would be comfortable. Similarly, TRUSTe survey results released today revealed that 57% of the 1,015 people surveyed said they are not comfortable with advertisers using their browsing histories to serve them relevant ads.
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