Revisiting the uniqueness of simple demographics in the US population
Proceedings of the 5th ACM workshop on Privacy in electronic society
Investigating Privacy Attitudes and Behavior in Relation to Personalization
Social Science Computer Review
Crowdsourcing user studies with Mechanical Turk
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Robust De-anonymization of Large Sparse Datasets
SP '08 Proceedings of the 2008 IEEE Symposium on Security and Privacy
Privacy diffusion on the web: a longitudinal perspective
Proceedings of the 18th international conference on World wide web
On the leakage of personally identifiable information via online social networks
Proceedings of the 2nd ACM workshop on Online social networks
Electronic Commerce Research
Who are the crowdworkers?: shifting demographics in mechanical turk
CHI '10 Extended Abstracts on Human Factors in Computing Systems
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
Detecting and defending against third-party tracking on the web
NSDI'12 Proceedings of the 9th USENIX conference on Networked Systems Design and Implementation
Communications of the ACM
Third-Party Web Tracking: Policy and Technology
SP '12 Proceedings of the 2012 IEEE Symposium on Security and Privacy
Smart, useful, scary, creepy: perceptions of online behavioral advertising
Proceedings of the Eighth Symposium on Usable Privacy and Security
Understanding what they do with what they know
Proceedings of the 2012 ACM workshop on Privacy in the electronic society
What do online behavioral advertising privacy disclosures communicate to users?
Proceedings of the 2012 ACM workshop on Privacy in the electronic society
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Much of the debate surrounding online behavioral advertising (OBA) has centered on how to provide users with notice and choice. An important element left unexplored is how advertising companies' privacy practices affect users' attitudes toward data sharing. We present the results of a 2,912-participant online study investigating how facets of privacy practices---data retention, access to collected data, and scope of use---affect users' willingness to allow the collection of behavioral data. We asked participants to visit a health website, explained OBA to them, and outlined policies governing data collection for OBA purposes. These policies varied by condition. We then asked participants about their willingness to permit the collection of 30 types of information. We identified classes of information that most participants would not share, as well as classes that nearly half of participants would share. More restrictive data-retention and scope-of-use policies increased participants' willingness to allow data collection. In contrast, whether the data was collected on a well-known site and whether users could review and modify their data had minimal impact. We discuss public policy implications and improvements to user interfaces to align with users' privacy preferences.