MediaPost: Survey: Men More Likely To Accept Tracking For Ad Targeting

The survey fielded by Burst and MediaPost on viewer attitudes about user tracking and targeting showed that women are less comfortable with the idea of sites keeping tabs on behavior than men are. About 27 percent of men indicated they did not have a problem with sites keeping track of surfing habits, while only 20 percent of women said they were comfortable with it. A similar additional proportion of men also seemed to have a better sense of the fact that third party trackers were often involved with keeping track of web users.