Will Online Political Targeting Generate a Voter Backlash?
The Annenberg School for Communication at the University of Pennsylvania released a national survey on public attitudes towards targeted political advertising, and the results were unequivocal.
- 86% of Americans say they do not want "political advertising tailored to your interests." Somewhat smaller majorities also said they don't want ads for products and services (61%) or news (56%) tailored to their interests.
- 85% agreed "If I found out that Facebook was sending me ads for political candidates based on my profile information that I had set to private, I would be angry.”
- More than 3/4 said they wouldn't return to a website if they knew if was sharing information about them with political advertisers.
- 70% say they would be less likely to vote for a candidate they support if they found out that their campaign was using Facebook to send ads to friends of that person saying they "like" that candidate's Facebook page.
- And two-thirds said their likelihood of voting for a candidate would decrease if they found out they were tailoring messages to them and their neighbors by purchasing information about their online activities, and then sending them different messages based on what might appeal to each.
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