A survey has found nearly half of UK Internet users approve of advertisers tracking their online activity, Out-Law.com reports. The Internet Advertising Bureau and ValueClick survey found that 45 percent of the 2,001 Internet users surveyed, age 16 and up, said they were “happy for advertisers to track their online behaviour in order to deliver personalised ads,” the report states. Eighty-nine percent said they want control of their personal data, but 28 percent said they are “happy for Internet businesses to store and share their personal data” as long as the firms are transparent about data use.
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