Behaviourial targetting: a concern for users?

Behavioural Targeting was in a dire situation with the introduction of cookie regulations. Or so it seemed. Our media team discuss.

Behavioural Targeting was in a dire situation with the introduction of cookie regulations. Or so it seemed. This article shows just how disinterested the general public is in this matter. According to a recent study by the University of Pennsylvania, only one in five web users notice the AdChoices icon, with 55% saying they aren't even sure whether they've seen it or not. Furthermore there is even confusion about the purpose of the icon. In the UK we typically use the same icon, or similar and we would guess the effect is likely the same.