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Smart, useful, scary, creepy: perceptions of online behavioral advertising

SOUPS, (2012)

Cited by: 345|Views133
EI

Abstract

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 t...More

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