Almost 9 in 10 consumers said they want the ability to control what information advertisers collect about them online, according to a report from Consumer Action. Additionally, more than two-thirds said they wouldn't allow companies to collect information about them in exchange for a free service or product. The Digital Advertising Alliance said the poll reflected only that consumers dislike the word "tracking." "When consumers are presented with the actual value proposition of interest-based advertising, minus the hyperbolic language, surveys demonstrate that they are overwhelmingly receptive to it," said DAA managing director Lou Mastria.
Consumers say they're wary of online tracking
SmartBrief Job Listings for Media