Consumer profiles can help advertisers define who you are, but not who you will be

Consumer profiles can help advertisers define who you are, but not who you will be

More so than ever, marketing agencies are utilizing browser cookies to deliver ads that are tailor-made for each individual person — but how truly effective are these tidbits of information to advertisers? George Washington University law professor Jeffrey Rosen recently put the online trackers to the test , clearing two web browsers of their cookie data then using each with a different personality. With the help of BlueKai, an online data aggregator, Rosen was able to see the resulting consumer profiles, which labeled his two identities with a number of broad generalizations like “midscale thrift spender” and “runs a large company with more than 5,001 employees.” While it’s apparent that this information would be useful for knowing… Continue reading…

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Consumer profiles can help advertisers define who you are, but not who you will be

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