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.

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