Negative opinions about targeting are running high, but advertisers and publishers alike are coming to depend on the practice more, and research suggests they may not experience a strong consumer backlash for using it.
According to the “State of the Targeting Industry” study by targeting platform AudienceScience and DIGIDAY, the vast majority of agencies and advertisers use audience targeting, publishers have enjoyed increased revenue from it, and most agencies and advertisers say they have upped display budgets because targeting helps them justify greater spending.
Most users are not happy to be targeted, however. Two-thirds told Gallup in December that they did not think targeting should be allowed, and a November survey from another targeting firm, Burst Media, found most internet users did not want to be tracked. Even in return for more relevant advertising, most women said no to tracking, while men were more likely to find this trade-off in their interest.
What effect does this tracking have on a consumer’s relationship with a brand? Asked how targeted ads might change their opinion of a brand, just 10.4% of men and 11.4% of women surveyed said they would have a more negative feeling. Male internet users were twice as likely as females to say their opinion would actually improve, and pluralities of both genders said the practice wouldn’t affect their attitude toward the company.
That could be good news for the agencies, advertisers and publishers who have come to depend on targeting as a way to justify more display ad dollars, but it does not eliminate consumers’ broader concerns about privacy—or the possibility that those concerns will translate into a new legal framework for online targeting.
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Check out today’s other article, “The Evolution of Twitter Usage.”
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