Consumers Tell Businesses How to Improve Online Ad Tracking

Email     |     Share  
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10
Next Consumers Tell Businesses How to Improve Online Ad Tracking-7 Next

Eighty-one percent of users still hold themselves most responsible for their privacy, but they also hold website owners/publishers (76 percent), social networks (73 percent), browsers (72 percent) and advertisers/ad networks (65 percent) highly responsible.

As companies like Google and Facebook come under fire for increasing and often unwelcome online tracking, TRUSTe, a leading global data privacy management (DPM) company, recently announced findings from its latest privacy study – letting consumers speak for themselves about what they like and don’t like about online behavioral advertising (OBA). Conducted online by Harris Interactive on behalf of TRUSTe, the “2013 U.S. Consumer Data Privacy Study: Advertising Edition” surveyed 1,171 U.S. Internet users between June 12 and June 19, 2013.

Although privacy concerns remain high, TRUSTe’s 2013 survey shows that increased transparency and privacy controls engender more positive feelings about OBA. In addition, consumers want businesses to be clear and forthright about data usage and to give them the ability to make their own privacy choices. Only by doing so can businesses expect to create a strong and lasting foundation to support new technology innovations, such as online tracking.

Concurrent with its U.S. survey, TRUSTe also released findings from its “2013 UK Consumer Data Privacy Study: Advertising Edition.” See UK study here.

“As demonstrated time and time again through numerous privacy firestorms, online companies that don’t clearly explain what’s happening with customer data or fully inform users of their choices contribute to a climate of fear,” said Chris Babel, CEO for TRUSTe. “As our research shows, we think that by listening and responding to what users want, we can eliminate that fear and increase trust in the ever-growing data economy.”

“This poll confirms that businesses that demonstrate their commitment to consumer privacy fare far better in the marketplace than those that do not. Giving consumers notice of online behavioral advertising and the ability to opt out through the DAA AdChoices icon is simply the best decision a company can make,” said Genie Barton, VP and Director of the Online Interest-Based Advertising Accountability Program administered by the Council of Better Business Bureaus (CBBB). “It benefits all companies to adhere to the highest privacy standards when using interest-based advertising, and we will continue to build consumer trust in businesses by rigorous enforcement of the DAA Program.”


Related Topics : SharePoint, Web Video and Voice Conferencing, UK, MySpace, Intranets

More Slideshows

Global33-290x195 2017 and Beyond: How Digital Innovation Will Impact the World

Digital innovation is by far the biggest influencer, changing the way we do just about everything, from shopping to communication to running a business. ...  More >>

DistilNetworksWebScrapping0x The Ubiquity and Danger of Web Scraping

In addition to posing a critical challenge to company branding, web scraping threatens sales, SEO rankings and can undermine the integrity of content that took resources to produce. ...  More >>

ForterEcommerceFraud0x Combat E-Commerce Fraud, Keep Up with the Latest Tech

The challenge for online retailers is to combine effective fraud prevention that protects their bottom line with great customer experience and high approvals. ...  More >>

Subscribe to our Newsletters

Sign up now and get the best business technology insights direct to your inbox.