With more narrow and precise targeting options, there's backlash around consumer privacy. Will we be able to take advantage of ad targeting technologies?
Kristine: The major scrutiny of privacy issues are in reaction to display ads. It'll be interesting to see how we can leverage search behavior in offline forms.
Andrew: We know targeted ads perform better than other contextual channels. But North America's blind spot is relatively lenient privacy legislation. It will probably be clamped down in the future.
Sara: Isn't it interesting that of all the ways you can reach customers, search is the most scrutinized. Maybe we need to rebrand it as "tailored" advertising. No one wants to be a target.
Greg: Transparency from Google is a crock. There's a 30-minute cookie. If I'm not logged in I get local results based on my ISP. My alternative is to opt in and tell Google where I am.
Bruce: As a consumer I support ad targeting because my time is scarce. I appreciate that my time is saved by ads that give me what I wanted. It's an evolutionary thing. We'll get there eventually.
Jack: Personalization feels less creepy when Google gives you what you asked for in the first place. Also, giving users control over what info is used in targeting makes people more comfortable.
Susan: I think that it needs a shift in how we talk about it. People are more interested in getting rid of nuisance than they are in gaining advantages.
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