Lack of trust is affecting how consumers use the Internet
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Posted on 23 February 2015.68% of US smartphone users are concerned about having their activity tracked to serve them targeted ads, suggesting that most smartphone users are uncomfortable with the idea of online behavioral advertising (OBA), according to TRUSTe.
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However, research also showed that awareness of the AdChoices icon, part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for OBA jumped to 37% - a significant increase from 21% the previous year. This program provides users with more control over their online ad experience with the option to opt-out of personal targeting. full article
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