Internet users more ‘comfortable' with targeting
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US-- Internet users are gradually becoming more comfortable with online behavioural targeting, according to the results of a new survey.
A study by TNS on behalf of privacy group Truste found that 28% of respondents – compared to 24% last year – said they were “comfortable” with advertisers using their browsing history to find relevant adverts.
On the opposing side, 51% said they disagreed with the idea, down 6% on last year.
The number of users deleting their cookies has risen from 42% to 48%, but Truste said it was not clear how much overlap there was between users who said they disagreed with behavioural targeting and those that regularly delete cookies.
Author: James Verrinder
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