According to a recent study by Consumer Reports, consumers overwhelmingly object to having their online activities tracked for advertising purposes. The report found that 85% of consumers would not trade even anonymized personal data for targeted ads. Additionally, 76% of consumers said that targeted advertising adds "little or no value" to their shopping activities. For more information, see EPIC: Public Opinion on Privacy, EPIC: Privacy and Consumer Profiling, EPIC: Online Tracking and Behavioral Profiling, EPIC: Practical Privacy Tools.
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by Ryan Calo, A. Michael Froomkin,