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Study: Consumer Reaction to NSA Could Hurt Ad Targeting

ONLINE PRIVACY

August 14, 2013

AdWeek reports on a study revealing that consumer concerns about online privacy have jumped from 48 percent to 57 percent since the National Security Agency surveillance programs were first disclosed in June. The findings, according to the report, could have “huge implications for the targeted advertising” industry because users will likely alter privacy settings and block tracking. The study also noted, if similar trends continue and some browser makers block third-party cookies by default, “the ad industry’s ability to effectively use third-party cookies for marketing purposes will decrease.” The study also found that 31 percent said they now actively take steps to protect their privacy online.
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