Privacy Concerns Amidst OBA and the Need for Alternative Models

What convinces users to share information about themselves in an ad-based online world? We explore users willingness to share data in the context of online behavioural advertising (OBA) and tracking prevention tools. We find positive responses for OBA and clear preferences for which types of information users would like to disclose. Factors including privacy attitudes and control mechanisms impact peoples decisions to share their information with websites. These factors yield a discussion of the ad-based business model of the Internet and the balance with user preferences.