Press summary from TRUSTe BT survey
Coverage for the TRUSTe behavioral targeting survey was strong in the industry press.
“Behavioral tracking techniques represent the future in digital advertising, but as companies adapt to take advantage of these technologies, we are seeing some stumble as they struggle to provide transparency around privacy,” said Colin O’Malley, VP of Strategic Business at TRUSTe. “The TRUSTe survey suggests that the more consumers understand these practices, the higher their comfort levels. Knowing this, TRUSTe invites the advertising industry to give its customers a newfound transparency into its tracking and profiling practices so that they may gain consumer trust and earn the right to continue to engage in behavioral advertising activities.”
Colin O’Malley, vice president of strategic business at Truste, attributed the increase in the proportion of consumers who said they were comfortable with behavioral targeting to increased publicity over the issue. He said the recent attention to the issue in the mainstream media has helped to increase transparency.
He added that the increased cookie erasures showed that consumers want to be able to manage their experience. “Cookie deletion is just one more indication that consumers are seeking tools to increase their level of control,” he said.
“One surprise is that over the last 12 months, consumers are actually increasing in comfort about it,” said TRUSTe VP of Strategic Partnerships and Programs Colin O’Malley. “People still remain concerned, but over time, as awareness increases, discomfort decreases.”
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