Americans reject behavioural advertising

American web users have voiced their concern over behavioural advertising, according to a new independent study.

The research, which was conducted by the University of Pennsylvania and the Berkeley Centre for Law and Technology found that 66 per cent of US internet users do not want to be sent tailored advertising based on their browsing habits.

It also showed that when the actual methods companies use to track internet traffic were revealed, the number of people who were put off the method of marketing rose to between 73 and 86 per cent.

The study said: "Contrary to what many marketers claim, most adult Americans do not want marketers to tailor advertisements to their interests."

"We conducted this survey to determine which view Americans hold. In high percentages, they stand on the side of privacy advocates," it added.

The news could come as a blow to Phorm, the controversial behavioural advertising firm, which has lost £9.4 million in the first six months of this year.

Written by Debra Hastings-Henry