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A new study of 90 organizations actively engaged in online marketing concludes that in spite of an acknowledged return on investment, hundreds of millions of dollars are being held back from online behavioral advertising (OBA) over concerns that a lack of consumer trust in the practice could damage brand reputation, according to the Ponemon Institute.
In a release, the Ponemon Institute noted that study highlights include:
The Study, Economic Impact of Privacy on Online Behavioral Advertising, conducted independently by the Ponemon Institute, found that although 70 percent of companies agreed that behaviorally targeted advertising substantially increases marketing and...