The effects of online advertising
Communications of the ACM - Emergency response information systems: emerging trends and technologies
How much can behavioral targeting help online advertising?
Proceedings of the 18th international conference on World wide web
Privacy diffusion on the web: a longitudinal perspective
Proceedings of the 18th international conference on World wide web
How effective is targeted advertising?
Proceedings of the 21st international conference on World Wide Web
Why Johnny can't opt out: a usability evaluation of tools to limit online behavioral advertising
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Third-Party Web Tracking: Policy and Technology
SP '12 Proceedings of the 2012 IEEE Symposium on Security and Privacy
What do online behavioral advertising privacy disclosures communicate to users?
Proceedings of the 2012 ACM workshop on Privacy in the electronic society
Understanding the privacy-personalization dilemma for web search: a user perspective
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Proceedings of the Ninth Symposium on Usable Privacy and Security
Do not embarrass: re-examining user concerns for online tracking and advertising
Proceedings of the Ninth Symposium on Usable Privacy and Security
"Little brothers watching you": raising awareness of data leaks on smartphones
Proceedings of the Ninth Symposium on Usable Privacy and Security
FPDetective: dusting the web for fingerprinters
Proceedings of the 2013 ACM SIGSAC conference on Computer & communications security
AdReveal: improving transparency into online targeted advertising
Proceedings of the Twelfth ACM Workshop on Hot Topics in Networks
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We report results of 48 semi-structured interviews about online behavioral advertising (OBA). We investigated non-technical users' attitudes about and understanding of OBA, using participants' expectations and beliefs to explain their attitudes. Participants found OBA to be simultaneously useful and privacy invasive. They were surprised to learn that browsing history is currently used to tailor advertisements, yet they were aware of contextual targeting. Our results identify mismatches between participants' mental models and current approaches for providing users with notice and choice about OBA. Participants misinterpreted icons intended to notify them about behavioral targeting and expected that they could turn to their browser or antivirus software to control OBA. Participants had strong concerns about data collection, and the majority of participants believed that advertisers collect personally identifiable information. They also misunderstood the role of advertising networks, basing their opinions of an advertising network on that company's non-advertising activities. Participants' attitudes towards OBA were complex and context-dependent. While many participants felt tailored advertising could benefit them, existing notice and choice mechanisms are not effectively reaching users.