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Baby Boomers, Gen Y Embrace Personalized Online Ads

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By Melissa Campanelli

This past week, I came across a new study by Q Interactive, an advertising network specializing in predictive behavioral targeting. It found Generation Y Americans (individuals born between 1982 and 1995) and baby boomers (individuals born between 1946 and 1964) are the two most active generations, with the greatest willingness to provide information online in exchange for more personalized advertising.

The study’s core finding showed that when given the choice, 63 percent of Gen Yers would provide personal data in exchange for targeted advertising.

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Headshot of Melissa Campanelli

Melissa Campanelli

Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

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