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November 18, 2013

Interest-Based Advertising – Getting a Whole Lot of Love (and Trust)

Two weeks ago, the Digital Advertising Alliance announced the results of a Zogby consumer research effort it commissioned which provided an opportunity to take the temperature regarding U.S. consumer attitudes about their Internet experiences, and their understanding of how advertising (and interest-based advertising) helps to finance the quantity, quality and diversity of content they experience there.

More than half of all Americans polled (51.3 percent) said they’d be more likely to click on an online ad that included an icon – like the Advertising Option icon – that allowed them to opt out of ad-related information collection.

Additionally, more than 73 percent of users polled said they’d feel more comfortable with interest-based ads if they knew they had access to the protections that the DAA currently provides (opt out, limitations on data collection, third-party enforcement), according to the survey, which polled 1,004 U.S. adults.

These are indeed confirming statistics – demonstrating consumers’ pragmatism toward advertising and the Internet.  Such findings are not Zogby’s...

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