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Consumers are twice as comfortable with Amazon using their purchase history to target their offers compared to Facebook employing user profile data to do the same, according to a new research study by Harris Interactive.
According to the report, 66 percent of consumers (who were aware that data is generally employed by platforms to target them) said Amazon using their buying behavior data to pitch offers was “somewhat to very acceptable.” Just 41 percent said they were comfortable with Google leveraging their search data for ad targeting.