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It has long been an article of faith among advertisers that consumers want more relevant advertising. Yet a new academic report finds that most Americans are opposed to marketers tracking them to tailor ad messages.
The study, compiled by researchers at the Universities of California and Pennsylvania, found 60 percent of U.S. adults don’t want to be shown ads based on their interests.
When researchers explained the most common methods used for tailoring ads, the rejection rate climbed to between 73 percent and 80 percent, according to the study.
The
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