Abstract: The aim of this study is to understand the Online Behavioural Advertising, its working process, advantages and disadvantages of online behavioural advertising, behavioural targeting and privacy, regulations and guidelines pertaining to online behavioural advertising and perception of people on online behavioural advertising. Increasing focus on online advertising has made it legitimate and increased complexity area for companies who have adopted behavioural targeting. Also consumer online data privacy has been a hot topic in the recent years and protecting the consumer’s privacy is a big challenge. Hence, the self-regulations and federal regulations related to Online Behavioural Advertising are compelling in the present.
Keywords: Online behavioural advertising, behavioural targeting, data privacy.
Title: ATTITUDE OF PEOPLE TOWARDS ONLINE BEHAVIOURAL ADVERTISING
Author: Dr. Vasanthi Ajay
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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