Users leave their footprints about their interests while they are surfing on the internet. Companies have the opportunity of capturing user's implict data on the internet by behavioural targeting. So that they can deliver the advertisements of the products or services that appeals to those consumers. Users are being exposed to targeted advertisements according to their demographic characteristics or web site choices. Each online behaivour gives a clue about the consumer's product interests for the advertisers. Targeted advertising services such as these are currently provided by many companies including Google and Amazon. There are differences between the users level of awareness and attitudes towards targeted ads. In this study internet user's attitudes towards targeted ads were measured considering the variables of gender and demographic factors.
Mustafa Sait Yildirim, Anadolu University, Turkey
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