For Interactive Marketing Professionals

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	April 26, 2006 Teen Online Ad Targeting: Proceed With Caution by Shar VanBoskirk with Sally M. Cohen

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Executive Summary

Despite legitimate concerns about online privacy, online teens aren't likely to let worries about their privacy affect their behavior, unlike distressed adults. Our survey data shows that 79% are uncomfortable revealing details for ad targeting, but most teens don't take the precaution of reviewing Web sites' privacy policies before offering personally identifiable information. Marketers can take advantage of the information that teens are willing to part with to provide young consumers with targeted ads, but they must treat teens' data responsibly or risk losing their business and that of their parents.

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