Discussion board

Discuss the pros and cons of allowing companies to amass personal data for behavioral targeting. 

Include a reference to at least one online article to back up your argument. Additionally, please respond to at least one other student's post. 
this is the students post i need you to respond to “ To analyze pros and cons of behavioral targeting, I think we have to look at both the merchant and the consumer.

On the merchant side of things, the data collection could lead to relevant advertising that seems less annoying and intrusive while surfing the Internet. Personalized ads could also help aid in a person's research into a new product or service. However, individuals might also tend to spend more when targeted ads tell them what they 'need.' Additionally, the more data that is collected, the more data is subject to hacking.

Just as merchant data can be subject to hacking, the merchant takes on the responsibility of protecting their data to maintain consumer trust. The benefits to the merchant would be to gain new customers, retain them, and drive up sales and their profit.

See article: https://www.emarketer.com/Article/Whats-Not-Like-About-Behavioral-Targeting/1006391 “