Can Industry's New Ad Campaign Convince the Public of Behavioral Targeting's Merits?

Digital Advertising Alliance Push Focuses on Relevance, Control

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Targeted Travel Ad
One of three online ads, this shows a lonely personified travel banner hitchhiking and uses a line that plays off personal ads to illustrate that -- somewhere out there -- there's a perfect match for everyone.

The Digital Advertising Alliance, the ad industry's self-regulatory program for behaviorally targeted online advertising, launched an ad campaign today that it hopes will illustrate the benefits of targeted ads, including a new consumer-facing website.

The ads don't explicitly tell people that they have the ability to opt out of behavioral targeting, but they all feature the icon that the DAA encourages members to add to their advertising creative. Clicking on the icon allows a user to opt out of behavioral targeting.

This new campaign frames the debate over targeting in a more positive light than past efforts, but you tell us what you think. Will this be effective in changing the public perception of targeted ads? Will the campaign convince the public that behavioral targeting is in its favor?

Targeted Foodie Ad
This ad, one of three banner ads, shows a despondent restaurant banner seeking a foodie, reinforcing the idea that when it comes to banner ads, you don't have to keep "looking for love in all the wrong places."

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