The No. 1 issue for marketers in the next 12 months will be behavioral targeting – and if it’s not on the CMO’s agenda, it should be.
You only need to look at the FTC chairman’s comments last week that seemed to add urgency to the possible establishment of a “do-not-track” online list reminiscent of the do-not-call list that severely wounded the telemarketing industry to understand the importance of this issue. While marketers frequently say that consumers prefer relevant marketing (over, say spam....