In the age of Facebook, where one is compelled to divulge personal information on a level that wholly eviscerates the concept of privacy, concerns being raised over behavioral advertising seem rather overblown. Using individuals’ browsing habitsâ€”both the sites we visit and the searches we performâ€”behavioral marketing aims to target online advertising to the individual. Advertisers hope that by delivering more-relevant content, users will be more likely to click on the ads. Privacy concerns arise over how the information used to provide behavioral marketing is gathered and how that data can be used, but the concerns seem overblown.
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