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Poll: Most Web Users Dislike Targeted Ads

BEHAVIORAL TARGETING—U.S.

December 23, 2010

A new Gallup poll has found that two-thirds of Americans do not want to receive targeted ads based on their Web surfing habits, The Atlantic reports. Responses to the poll indicated privacy concerns vary generationally, but 67 percent opposed having their Web use tracked for advertising purposes, while 61 percent "care so much about their privacy that they aren't willing to sacrifice it in exchange for more free content paid for by targeted ads." The report notes that "most Internet users would rather pay for content instead and withhold something as seemingly innocuous as their Web browsing history from advertisers."
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