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Daily Dashboard | Study: Consumers Favor Companies That Let Them Opt Out Related reading: OMB to issue government-wide AI risk mitigation directive

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A recent TRUSTe study has found that 62 percent of consumers will do more business with a company that gives them the option to opt out of online behavioral advertising. The study, which polled 1,171 U.S. Internet users, also found that 53 percent of consumers are more willing to click on an ad that gives them the option to opt out and that users feel more positive about the business behind an ad if the Digital Advertising Alliance’s AdChoices icon is displayed, indicating a growing awareness of the tool.
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