Over half of UK online users would be inclined to do more business with an advertiser or publisher giving them the option to opt out of online behavioural
advertising, while 49% would be more inclined to click on an advertisement which gave them the option to opt out of a targeted ads program, according to research conducted by Truste. Two-thirds of
Internet users understand that most websites can offer free content and services by showing ads, only one-quarter are willing to let advertisers use online browsing information to show them targeted
ads in exchange for free content.
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