Study: Behaviorally targeted ads raise concerns, avoidance

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London—Nearly a third of Americans say they would be open to having their Internet browsing and TV viewing habits monitored in order to receive pertinent advertising, but even more feel it would be an unwarranted intrusion into their privacy, according to a new study by market research company Synovate.

The 32% open to behavioral monitoring stipulated that they would insist their data not identify them as individuals, Synovate found. Thirty-five percent of respondents said they would reject such technology completely because of concerns about privacy.

Synovate said consumers are taking steps to avoid advertising, with 41% reporting they are bypassing Web sites with intrusive ads or pop-ups more frequently than they did a year ago, and 44% skip ads when watching TV or listening to the radio.

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