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 Friday, 20th March 2009, 17:20:00

User profiling 'is a big part of ecommerce'

User profiling 'is a big part of ecommerce'

Online retailers could boost their business by adopting a user profiling strategy, it has been suggested.

According to the World Privacy Forum, building up profiles on consumers is a common practice among businesses who wish to appeal to them with advertising.

The forum's executive director Pam Dixon explained: "This sort of activity is not only common, it has become part and parcel of ecommerce and now even traditional business models."

She added that the only reason a commercial company should not resort to user profiling is if it is specifically written into its privacy policy not to.

This comes after the Internet Advertising Bureau (IAB) revealed that behavioural advertising is set to grow in order to deliver relevant information to the to the public.

Indeed, a recent survey conducted by the IAB showed that 50 per cent of web users would prefer to only receive advertising that is relevant to them.

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Categories:  |  Ecommerce  |  

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