A new study conducted by Ipsos on behalf of TRUSTe has found that 68 percent of smartphone users are concerned about being served targeted ads, but consumer awareness of the AdChoices program is up 16 percent from last year. “Our research shows that the majority of Americans are still uneasy about having their online activity tracked for use in targeted ads, mainly because they feel like they have limited control,” said TRUSTe CEO Chris Babel. “The good news is that awareness of the AdChoices icon … has risen substantially and continues to have the potential for positive impact on consumer attitudes.”
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