Verizon says this way, marketers can provide Verizon customers with more relevant, targeted ads via AOL. However, public outcry about the supercookie caused Verizon to offer a way to opt out of the tracking in early 2015, according to Marketing Land. Article author Greg Sterling opines that Verizon needs to move quickly to educate consumers about this development and make opt-out possibilities very clear.
“The ‘we know what’s best for consumers’ paternalism that’s been a cultural element of the digital ad industry is one of the factors behind the rise of ad blocking,” Sterling says. “Consumers simply don’t trust most brands, marketers or their service providers.”
Should marketers using the AOL ads also educate consumers about the new targeting options, or just Verizon? Or should there be transparency?
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