Of course you don't trust the ads since maybe it's some skank phishing and you wind up going to the Rat Dog Porno Patrol from some otherwise innocuous link. I know I'm not exaggerating since you avoid them as well.
Personalized ads now follow us around the web, their content drawn from tracking our online activity. The ad industry has suggested we're OK with it -- that we see benefits roughly equal to perceived risks.
A study by University of Illinois advertising professor Chang-Dae Ham says otherwise, suggesting the industry may want to reconsider its approach.
"The perception of risk is much stronger than the perception of benefit," Ham found in surveying 442 college students on how they coped with what is known as online behavioral advertising. "That drives them to perceive more privacy concern, and finally to avoid the advertising," he said.
The study appears in the May issue of the International Journal of Advertising.
Science Daily: Consumers see much greater risk than reward in online ads
The interested student is invited to review the article but we're skipping to the conclusion.
Giving consumers control is important because it might keep them open to some personalized online advertising, rather than installing tools like ad blockers, in use by almost 30 percent of online users in the U.S., he said.
With little understanding of online behavioral advertising, and no easy way to control it, "they feel a higher fear level than required, so they just block everything."
- SD
Fear level? This isn't fear but self-defense against predacious marketing. The chance of that 30% relenting and permitting unblocked advertisers is likely near zero. My reaction to any site which demands I disable my ad blocker is to leave the site. Whatever they're pushing, I don't need.
Google wants to track the ads you click but that's not working so well for them when the reaction of many is don't click anything. Good luck selling that information, honey bunnies.
Personalized ads now follow us around the web, their content drawn from tracking our online activity. The ad industry has suggested we're OK with it -- that we see benefits roughly equal to perceived risks.
A study by University of Illinois advertising professor Chang-Dae Ham says otherwise, suggesting the industry may want to reconsider its approach.
"The perception of risk is much stronger than the perception of benefit," Ham found in surveying 442 college students on how they coped with what is known as online behavioral advertising. "That drives them to perceive more privacy concern, and finally to avoid the advertising," he said.
The study appears in the May issue of the International Journal of Advertising.
Science Daily: Consumers see much greater risk than reward in online ads
The interested student is invited to review the article but we're skipping to the conclusion.
Giving consumers control is important because it might keep them open to some personalized online advertising, rather than installing tools like ad blockers, in use by almost 30 percent of online users in the U.S., he said.
With little understanding of online behavioral advertising, and no easy way to control it, "they feel a higher fear level than required, so they just block everything."
- SD
Fear level? This isn't fear but self-defense against predacious marketing. The chance of that 30% relenting and permitting unblocked advertisers is likely near zero. My reaction to any site which demands I disable my ad blocker is to leave the site. Whatever they're pushing, I don't need.
Google wants to track the ads you click but that's not working so well for them when the reaction of many is don't click anything. Good luck selling that information, honey bunnies.
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