Researcher investigates “creepiness factor” in online targeted ads

The practice of tailoring ads to individuals is so prevalent because online marketers are relying on older research about the effectiveness of tailored ads and failing to consider how newer technologies can keep detailed tabs on a specific consumer’s activity. That combination has led to “creepy” advertising.

A recent study suggests that these online advertisements target users based on their web browsing habits and other personal information which have a negative impact on the person’s intent to purchase the product. But the fact that users find this practice creepy runs counter to conventional wisdom among online marketing professionals. Read More>>

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