Cart (Loading....) | Create Account
Close category search window

Can Users Control Online Behavioral Advertising Effectively?

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

1 Author(s)
Cranor, L.F. ; Carnegie Mellon University

Online behavioral advertising (OBA) is the increasingly widespread practice of targeting users with specific online ads on the basis of a user's previous online behavior. Advertisers pay a premium for targeted ads because users are more likely to make purchases after viewing relevant ads. On the other hand, whereas some users might appreciate seeing more relevant advertisements, many say they find targeted advertising creepy and don't like the idea of companies tracking their online activities. Many tools empower users to control whether and when they're tracked for behavioral advertising; however, whether users can effectively control tracking and OBA using these tools is unclear.

Published in:

Security & Privacy, IEEE  (Volume:10 ,  Issue: 2 )

Date of Publication:

March-April 2012

Need Help?

IEEE Advancing Technology for Humanity About IEEE Xplore | Contact | Help | Terms of Use | Nondiscrimination Policy | Site Map | Privacy & Opting Out of Cookies

A not-for-profit organization, IEEE is the world's largest professional association for the advancement of technology.
© Copyright 2014 IEEE - All rights reserved. Use of this web site signifies your agreement to the terms and conditions.