A recent report by Carnegie Mellon University finds that internet privacy tools designed to protect consumers from online behavioral advertising are ineffective because they are difficult for users to understand and to configure. The researchers investigated whether users could protect themselves from online tracking by utilizing the privacy settings on popular web browsers, such as Firefox and Internet Explorer. The report also analyzed privacy tools such as Adblock Plus and IE9 Tracking Protection. The report found that the settings are confusing and that users are unable to make informed decisions. Further, unbeknownst to the average user, internet privacy tools' default settings largely fail at blocking online tracking. For more information, see EPIC: Online Tracking and Behavioral Profiling.
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Privacy in the Modern Age