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Posts tagged with Consumer Control

Google bows behavioral targeting as a two-way street

behavioral two way streetThey're calling it "interest-based targeting" rather than behavioral, but Google's finally allowing advertisers to target users based on what they've been surfing on the Web. With a twist. The company is handing over both tools and power to consumers who can find out why they're being served the ads they see, and also opt-out of the targeting by segment (if not entirely).

The program's still in beta (and beta at Google can last a long, long time). But once publishers get on board, consumers will have the option of viewing the categories they've been placed in: expectant mother, say, or travel. While they have the option of opting out of the program entirely, they can also opt out on a bucket-by-bucket basis, which may provide incentive for them to stick with the overall program.

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