Behavioral Targeting

After reading chapter two in our Online Advertising Playbook textbook and doing some online research, I realized just how popular behavioral targeting has become online. There is even a website dedicated to informing individuals about what it is, how it works, where it's going, etc. Personally, I like that websites will give me material that I want to see without having to search for it every time I get on the website. I frequent Amazon and they automatically put up options that I may want to consider, if it's not, I simply move on to what I would like to search. Behavioral targeting could also get a person deals when shopping online. As stated in our textbook, Lane Bryant targeted those who abandoned their shopping carts, then sent them incentives, like free shipping. I also believe it give the consumer a better relationship with the clients they frequent on the web. An everyday person may feel as if they really care if the website automatically puts up what they may like, not knowing they've only been tracked. Which leads to another issue, privacy.

As there is with most things, behavioral targeting has its pros and cons. One of the cons is the issue of privacy. For parents in particular, this is a topic of much concern. Although most tracking devices (aka cookies) are harmless, there are some that can obtain personal info. Young teens and kids often do not filter their information very much so it is important to monitor where your children are surfing. Deleting cookies frequently is another way to prevent identity tracking.