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Consumers and Marketers: Personal Information, Risk or Benefit?

Do you believe that consumers on the whole receive more benefit than risk from marketers knowing their personal information? Why or why not?

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The question of risk versus benefit in "targeted advertising" is only now heating up. It has only been in the last decade where the technology to read, track and aggregate user data and preferences for advertising purposes has become feasible. The central issue is the ultimate purpose of this "customized" targeted advertising. If one remains content with the idea that this advertising desires only the innocuous goal of sending you only the ads that you might actually want to see, then it is difficult to see a moral problem.

On the other hand, the broader issue is whether or not this data can be used for more nefarious purposes. The near-simultaneous development of the large "Homeland Security" apparatus with targeted advertising makes many people uncomfortable. In a 2012 article in the Huffington Post, author Steve Davies cites a poll where 73% of respondents were "uncomfortable" with ...

Solution Summary

Consumers and marketers are examined for the risk or benefits. The solution consists of 537 words and provides four references.

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