Consumers to Behavioral Advertisers: We Know You’re There

US internet users are becoming aware of online behavioral advertising and are generally well-versed in key terminology, according to research from Harris Interactive.

Over the past three years, US internet users have become increasingly aware of online display ad relevancy—and thus the presence of behavioral advertising.

Users do not believe the majority of online display ads they see are relevant to their needs. But the percentage who find at least a quarter of the display ads they see relevant to them has been growing steadily since 2008.