Negative consequences of using behavioural targeting in online personalised advertising

Abstract

Personalised online advertising is being implemented as a prominent feature of online marketing strategy. Behavioural targeting is seen as a key tool for marketers to implement in their efforts to reach users online with the right message, at the right time, advertising the right products and services. The success the practice has enjoyed has been based on its reliance on data collected from user’s online activity. Behavioural data allows marketers to understand what interests and purchase intentions could exist in a user. Target segments are formed from finding users who exhibit similar online behaviours and marketers enjoy the benefits the practice brings such as reduced wastage. Due to its widespread usage and success, research on its potential negative consequences have not been thoroughly explored. The practice does however experience negative consequences owing to factors such as user privacy concern and intrusiveness by marketers. This exploratory study focuses on the negative consequences, marketers can encounter from making use of the practice. Data was gathered through conducting 8 semi-structured, in depth, face to face interviews with online marketing practitioners who make use of the practice of online behavioural targeting. The participants gave accounts of their usage of the practice, the negative consequences they themselves have encountered as well as those that they have not encountered but are aware of, and understanding was gained into how they go about coping with the negative consequences. Further understanding was also gained into their process of continuous learning as they strive to eliminate negative consequences from subsequent online marketing campaigns.