Study: Consumers See More Risk Than Reward, Fear Privacy Breaches In Online Ads
While advertisers have suggested that consumers believe the benefits of online ads tailored to their search are equal to the risks, a recent study finds the contrary: most people are far more skeptical.
Researchers from the University of Illinois sought to find out how people feel about online behavioral advertising, the mechanism behind those pesky images that match up with our online searches and travels.
He found that those with greater background knowledge of OBA were more likely to see greater benefits, but also greater risks – similar to the reactions of those with lesser knowledge of OBA. In both cases, consumers were more likely to avoid the ads over privacy concerns.