Consumers are less inclined to look favourably upon behavioural targeting in advertising campaigns, a new report has indicated, as they are concerned the forms of tracking involved in making personalisations "are wrong".

Findings from research conducted by academics from the University of California, Berkeley and the University of Pennsylvania revealed that 66 per cent of adults in the US do not want those involved in online marketing services tailoring their ad strategies to their interests.

Furthermore, 55 per cent of those aged between 18 and 24 would reject bespoke marketing methods, although younger people are less likely to do so than older generations.

Despite the fact that the tracking done by advertisers of people on websites is done anonymously, the aversion to such techniques remains, with 68 per cent stating they would "definitely" not allow it.

Last month, brands were advised by Mike Read of comScore Europe that they could profit from directing their promotions at mothers, as they are spending an increasing amount of time on the web.

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