20% of Users Opt Out of Online Behavioral Advertising, 50% Opt-Out Predicted
One of the two critical self-regulatory measures when it comes to behavioral advertising (aka behavioral targeting) is that advertisers allow consumers to opt-out of behaviorally targeted ads. New research from the Interactive Advertising Bureau (IAB) found that one in five users (or 20%) opt out of behavioral ads. And the IAB expects the number to rise to 50%. This leads to a bit of a problem for marketers using this technique, since it’s highly effective for driving…
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