Web users twig to behavioural targeting

Web users have woken up to the fact that behavioural targeting is being used to deliver tailored ads to them, and they don’t like it, according to a new survey reported by ClickZ.

Behavioural targeting involves collecting information about people’s web browsing habits and using it to figure out what ads they are most likely to be interested in or responsive to.

The survey of 1200 people commissioned by privacy organization TRUSTe, found that 71% of web users are aware that their browsing information is being collected by advertisers for the purpose of behavioural targeting.

And 57% of those surveyed said they are not comfortable with the practice, even if personal information such as name and occupation is not being revealed, while 54% said they delete their cookies at least twice monthly to try and foil behavioural advertising.

Interestingly, however, web users are less averse to targeted advertising if they have some control over have information is collected. Just under 55% of respondents to the survey said they would be willing to fill out an anonymous survey about the products, services and brands they buy if it would mean receiving ads only in relation to those products or services.