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Study: Most Americans Don’t Want To Be Tracked

BEHAVIORAL TARGETING—U.S.

October 9, 2012

A study by the Berkeley Center for Law and Technology found that most Americans don’t find online ads useful and do not want information to be collected about their online behavior, reports The New York Times. The study asked 1,230 Internet users what they’d like a do-not-track mechanism to do, and 60 percent chose the option, “prevent websites from collecting information about them.” Nearly 90 percent of respondents had never heard of the Federal Trade Commission’s proposal for a do-not-track mechanism—which the authors of the study refer to as “a modest intervention.” (Registration may be required to access this story.)
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