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 conversions and member engagement for subscription sites. In response to this growing trend among consumers, some marketers and advertisers are recommending alternate privacy protection, such as “de-identifying” data so that you can’t get the name or email address of a consumer instead of allowing them to opt-out of behavioral targeting all together.That suggestion might be smarter since current regulations basically work by creating an opt-out cookie on a consumer’s computer. But since some consumers routinely clear out their cookies, the opt-out measure is not permanent. De-identifying might be a solution more amenable to both sides.To learn more about behavioral advertising regulations and how it can increase conversions and member engagement for subscription sites, check out our two On-Demand Videos below.

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