Courtesy of MediaPost’s “Engage:Boomers”

By Nick Lucente

It’s apparent that Boomers represent a significant segment of Web and social media consumers. The elephant in the room here is data. In a world where Boomers basically feel ignored by advertisers, online behavioral data may hold the key to successfully — and accurately — communicating with them.

An important caveat: navigating the precarious gray area that is online privacy. Currently, our data lives on the networks where we create it, from emails to simple web browsing, and in categories that include basic shopping data to financial or medical information. Our activities are tracked, and data is stored (and sold) so that marketers may better target their advertising and messaging.

While identity theft is still the greatest threat to online privacy, concerns over behavioral data are on the rise, due in part, no doubt, to the growth …