Two thirds of over 800 US internet users surveyed in a Gallup poll said they do not believe advertisers should be able to tailor ads by collecting data about online activities, according to USA Today.
Given the choice, just 14% said they would allow all ad networks to tailor ads to them, 47% said they would allow only those networks they specifically authorized to do so, but 37% said they would not allow any targeted advertising.
Targeted or online behavioral advertising (OBA) is likely to remain attractive to advertisers because of studies that have shown it is 6% more effective, said Phil Lee, senior associate at European law firm Field Fisher Waterhouse.
But any organizations using or contemplating using OBA in Europe must be aware of changes coming in the new e-Privacy Directive, due to go into effect on May 27, 2011, he said.
Although there are a few exceptions when behavior tracking is needed to deliver a service, any use of the technique or cookies to store information about web users will require explicit consent, said Lee.
If organizations want to use OBA, he said, it is important they are very open about it in their privacy policy, provide a real choice to users to opt out of tracking, and avoid sensitive segments such as children and financial data.
It is also important organizations in Europe provide adequate security around storing only appropriate data and using anonymization wherever possible.
"As a general rule, be upfront about any tracking and give users the ability to control how their data is stored and used", said Lee.
This story was first published by Computer Weekly