Re: ONLINE-ADS>> Database marketing / invasion of privacy

Adam Boettiger (ab_at_exposure-usa.com)
Mon, 20 Oct 1997 15:01:58 -0700

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At 03:26 AM 10/20/97 -0700, Mark Dolley wrote:

>The questions:
>
>Are people likely to come to accept what they perceive as invasion of
>privacy, as ads are targeted according to strict profiling?

Only if they are given a reason to accept it or a perceived benefit from
it. If I put myself in the shoes of someone who is viewing the ads instead
of someone buying them, I wouldn't be interested at all in filling out
information
about my income or interests so that a particular banner can be served to
me. After all, I don't surf the Web for the specific purpose of looking at
advertisements so why should I take the time to make sure they are
advertisements that I am interested in unless the advertiser makes it
worth my while?

>Or will this be seen by users as the straw which breaks the camel's back,
>unleashing a wicked backlash against those who gather intimate details
>about our everyday lives, and against those who use that information?

I think it will really make them non-receptive to advertising. I'm not saying
it will be the last straw, but I think non-advertising folks would get tired of
profiling in a hurry. I know that in most profiling surveys I fill out, I am
a 98 year old woman making over $100,000 a year as a homemaker, so
how accurrate are they?

>And can we get close enough to the accuracy of profiling with buys on ad
>networks, choosing targeted sites who have established their user
>demographics?

For the purpose of what we are trying to do with a banner campaign,
I think so.

AB

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Adam J. Boettiger - President
Global Exposure Internet Marketing & Consulting
Strategic Internet marketing & consulting since 1995
mailto:exposure_at_mailback.com for services

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