Perception is everything when it comes to targeted advertising. Web users must feel comfortable with targeting for the practice to pay off for marketers, and many don’t. March 2010 research from predictive behavioral targeting services company Q Interactive suggests that women have positive perceptions of targeting and want to see more of it.
The vast majority of female Internet users surveyed wanted more targeted offers from trusted brands. Nearly two-thirds of those polled said they thought it was “cool” when they saw an online ad that was tailored to their interests, compared with only 10.8% who thought it was “weird.”
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