Smart, Useful, Scary, Creepy: Perceptions of Online Behavioral Advertising

Blase Ur, Pedro G. Leon, Lorrie Faith Cranor, Richard Shay and Yang Wang of Carnegie Mellon University report on the results of 48 semi-structured interviews with non-technical Internet users. The report examines their attitudes about online behavioral advertising and explains these attitudes by delving into their understanding of OBA practices.

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