Behavioural targeting still gets ‘cool’ response
New Media Age reports that research that it has done shows that people are still pretty negative about behavioural targeting on websites. This is a hard one for me, for whilst I am the first person to worry about over surveillance, I think this is bad news for hyper-local publishers who anticipate at least some of their revenue coming through advertising targeted this way. I would assume that a number of ad networks intend to offer hyper-local publishers access to big campaigns if they are ‘plugged in’ to their system that guarantees them the ability to refine the communications to specific groups. Revenue that otherwise they would have no access to.