Research conducted by the Internet Advertising Bureau (IAB) and business law company Olswang found that 72 per cent of internet users are currently unaware of online behavioural advertising.

 

This uses previous browsing activity to provide targeted adverts to users, but 81 per cent do not know how much control they have over the amount of data that is gathered about their browsing habits or that they are able to opt out of the process.

 

However, once provided with more information about the technique almost three-quarters (74 per cent) are happy to be involved, something that may be welcomed by internet marketing consultants.

 

Nick Stringer, head of regulatory affairs at the IAB, said that it is "important to consider and respect consumers in order to keep digital marketing popular and effective".

 

Hr noted that online marketing is increasingly focusing on the needs of the internet user.

 

Earlier this month, the IAB launched a new website to promote the benefits of mobile marketing, featuring educational materials for firms considering implementing this into their advertising strategy.