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YouTube: Privacy Targets: Two User Studies on Internet Privacy and Targeted Adve - Internet Privacy
| YouTube: Privacy Targets: Two User Studies on Internet Privacy and Targeted Adve Google Tech Talk June 1, 2010 ABSTRACT Presented by Aleecia McDonald. Targeted advertising, including behavioral adverting, collects data about an individual's online activities for use in selecting which advertisement to display. Targeted ads have enjoyed commercial success, and have the potential to reduce costs to advertisers while increasing relevance to consumers. However, questions about consumer's online privacy are at issue, and there is both regulatory and legislative interest. Aleecia M. McDonald will discuss findings from two recent studies about online privacy and targeted advertisement performed at Carnegie Mellon's CUPS lab. The first was a laboratory study with hour long in-depth qualitative interviews with 14 subjects. Participants held a wide range of views from enthusiasm about ads that inform them of new products to resentment of ads that they find invasive. Some people are not even aware of when they are being advertised to, let alone aware of what data is collected or how it is used. We found limited understanding of technologies used in targeted advertising and confusion between cookies and history. Second, we performed an online survey of 300 participants in which we contrasted participants' views about behavioral advertising to other popular types of advertising (contextual, affiliate, cloud-based, and DPI- based.) Participants reported they would rather see random ads than all other forms of advertisement with the exception of contextual ads. We <b>...</b> |
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