Now, take that same mindset to the behavioral targeting world and there may be some consternation at the idea of a consumer knowing just how much advertisers know about them. This semi-secretive agenda is the game that behavioral advertisers and providers have to play all the time because the perfect world for them would be one where the consumer doesn’t know squat about what an advertiser knows about them and doesn’t care.
A recent Harris study as reported by eMarketer shows that consumers are indeed becoming more educated.
This continued educating of the online consumer is also starting to shape their views of the online advertising world and just how they interact with it. The following chart shows just how widespread the “I’m not giving information to you” mindset is spreading.
As this awareness continues to grow it is likely so will the sentiment to keep things as private as possible even if that privacy is a mere illusion (which let’s face it, it is). Advertisers are going to need to be much more aware of the level of consumer knowledge about just how they get their messages in front of the right people at the right time.
Would you say that in the behavioral targeting world, an educated consumer is the best customer?