Why Johnny Can’t Opt Out: A Usability Evaluation of Tools to Limit Online Behavioral Advertising

Pedro G. Leon, Blase Ur, Rebecca Balebako, Lorrie Faith Cranor, Richard Shay and Yang Wang present the results of a study investigating the usability of tools to limit online behavioral advertising. The researchers observed participants’ behavior as they installed and used a privacy tool and recorded their perceptions and attitudes about that tool, finding serious usability flaws in all nine tools examined.

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