Wednesday, 22 December 2010

Two thirds of US citizens against behavioural tracking

Advertising Age reports here that a clear majority of Americans, 67%, say advertisers shouldn't be allowed to use people's web history to deliver relevant advertising on the web, according to a new Gallup poll. Reminding them that behavioural tracking helps pay for the "free" websites they visit only dampens their opposition somewhat.

Interestingly, as I found when collecting stats and reports for Digital Advertising, this figure of of roughly two-thirds seems to be the figure that keeps on emerging in both the UK and the US.

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I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at if you are interested in Ph.D supervision or consultancy services.