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Study: Personalized ads more popular with high-value purchasers

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Cambridge, Mass.—A new survey indicates that high-value online purchasers are more likely to click on personalized ads shown to them based on their online history and interests than lower-value buyers.

The 2008 ChoiceStream Personalization Survey, conducted by ad personalization company ChoiceStream, noted that 50% of high-value purchasers, defined as those spending $250 or more in the previous six months, are more likely to click on a personalized ad than those online purchasers spending less than $100 (32%).

The online survey of 504 respondents also found that 60% of online purchasers are aware their click and purchase data are being used to target ads to them, with 78% indicating they are interested in receiving some form of personalized product or content recommendations.

—Christopher Hosford

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