Advertisers are increasingly monitoring people's online behavior and using the information collected to show people individually targeted advertisements. This phenomenon is called online behavioral advertising (OBA). Although advertisers can benefit from OBA, the practice also raises concerns about privacy. Therefore, OBA has received much attention from advertisers, consumers, policymakers, and scholars. Despite this attention, there is neither a strong definition of OBA nor a clear accumulation of empirical findings. This article defines OBA and provides an overview of the empirical findings by developing a framework that identifies and integrates all factors that can explain consumer responses toward OBA. The framework suggests that the outcomes of OBA are dependent on advertiser-controlled factors (e.g., the level of personalization) and consumer-controlled factors (e.g., knowledge and perceptions about OBA and individual characteristics). The article also overviews the theoretical positioning of OBA ...

/pdf/online-behavioral-advertising-a-literature-review-and-34vopmrzra.pdf

Online Behavioral Advertising: A Literature Review and Research Agenda

Notifying users about a system's data practices is supposed to enable users to make informed privacy decisions. Yet, current notice and choice mechanisms, such as privacy policies, are often ineffective because they are neither usable nor useful, and are therefore ignored by users. Constrained interfaces on mobile devices, wearables, and smart home devices connected in an Internet of Things exacerbate the issue. Much research has studied usability issues of privacy notices and many proposals for more usable privacy notices exist. Yet, there is little guidance for designers and developers on the design aspects that can impact the effectiveness of privacy notices. In this paper, we make multiple contributions to remedy this issue. We survey the existing literature on privacy notices and identify challenges, requirements, and best practices for privacy notice design. Further, we map out the design space for privacy notices by identifying relevant dimensions. This provides a taxonomy and consistent terminology of notice approaches to foster understanding and reasoning about notice options available in the context of specific systems. Our systemization of knowledge and the developed design space can help designers, developers, and researchers identify notice and choice requirements and develop a comprehensive notice concept for their system that addresses the needs of different audiences and considers the system's limitations and opportunities for providing notice.

/pdf/a-design-space-for-effective-privacy-notices-i3j34990y3.pdf

A design space for effective privacy notices

Introduction Big data promises to deliver analytic insights that will add to the stock of scientific and social scientific knowledge, significantly improve decision making in both the public and private sector, and greatly enhance individual self-knowledge and understanding. They have already led to entirely new classes of goods and services, many of which have been embraced enthusiastically by institutions and individuals alike. And yet, where these data commit to record details about human behavior, they have been perceived as a threat to fundamental values, including everything from autonomy, to fairness, justice, due process, property, solidarity, and, perhaps most of all, privacy. Given this apparent conflict, some have taken to calling for outright prohibitions on various big data practices, while others have found good reason to finally throw caution (and privacy) to the wind in the belief that big data will more than compensate for its potential costs. Still others, of course, are searching for a principled stance on privacy that offers the flexibility necessary for these promises to be realized while respecting the important values that privacy promotes. This is a familiar situation because it rehearses many of the long-standing tensions that have characterized each successive wave of technological innovation over the past half-century and their inevitable disruption of constraints on information flows through which privacy had been assured. It should come as no surprise that attempts to deal with new threats draw from the toolbox assembled to address earlier upheavals. Ready-to-hand, anonymity and informed consent remain the most popular tools for relieving these tensions – tensions that we accept, from the outset, as genuine and, in many cases, acute. Taking as a given that big data implicates important ethical and political values, we direct our focus instead on attempts to avoid or mitigate the conflicts that may arise. We do so because the familiar pair of anonymity and informed consent continues to strike many as the best and perhaps only way to escape the need to actually resolve these conflicts one way or the other.

Big data’s end run around anonymity and consent

April 24-29, 2004 Vienna, Austria

Chi 2004

Understanding online behavioural advertising

Online Behavioral Advertising (OBA) is the practice of tailoring ads based on an individual's online activities. We conducted a 1,505-participant online study to investigate Internet users' perceptions of OBA disclosures while performing an online task. We tested icons, accompanying taglines, and landing pages intended to inform users about OBA and provide opt-out options; these were based on prior research or drawn from those currently in use. The icons, taglines, and landing pages fell short both in terms of notifying participants about OBA and clearly informing participants about their choices. Half of the participants remembered the ads they saw but only 12% correctly remembered the disclosure taglines attached to ads. The majority of participants mistakenly believed that ads would pop up if they clicked on disclosure icons and taglines, and more participants incorrectly thought that clicking the disclosures would let them purchase their own advertisements than correctly understood that they could then opt out of OBA. " AdChoices, " the tagline most commonly used by online advertisers, was particularly ineffective at communicating notice and choice. 45% of participants who saw " AdChoices " believed that it was intended to sell advertising space, while only 27% believed it was an avenue to stop tailored ads. A majority of participants mistakenly believed that opting out would stop all online tracking, not just tailored ads. We discuss challenges in crafting disclosures, and we provide suggestions for improvement.

What Do Online Behavioral Advertising Disclosures Communicate to Users? (CMU-CyLab-12-008)

Online Behavioral Advertising (OBA), the practice of tailoring ads based on an individual's online activities, has led to privacy concerns. In an attempt to mitigate these privacy concerns, the online advertising industry has proposed the use of OBA disclosures: icons, accompanying taglines, and landing pages intended to inform users about OBA and provide opt-out options. We conducted a 1,505-participant online study to investigate Internet users' perceptions of OBA disclosures. The disclosures failed to clearly notify participants about OBA and inform them about their choices. Half of the participants remembered the ads they saw but only 12% correctly remembered the disclosure taglines attached to ads. When shown the disclosures again, the majority mistakenly believed that ads would pop up if they clicked on disclosures, and more participants incorrectly thought that clicking the disclosures would let them purchase advertisements than correctly understood that they could then opt out of OBA. "AdChoices", the most commonly used tagline, was particularly ineffective at communicating notice and choice. A majority of participants mistakenly believed that opting out would stop all online tracking, not just tailored ads. We dicuss challenges in crafting disclosures and provide suggestions for improvement.

/pdf/what-do-online-behavioral-advertising-privacy-disclosures-4gmpfy2u2s.pdf

What do online behavioral advertising privacy disclosures communicate to users

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What Do Online Behavioral Advertising Disclosures Communicate to Users? (CMU-CyLab-12-008)

What do online behavioral advertising privacy disclosures communicate to users