That's the finding of a survey of U.S. adults conducted recently by Research Intelligencer and Pollfish.
The survey of 600 Americans 18+ found that 53% of respondents consider themselves expert or very knowledgeable about the process, while another 25% say they are aware of it, but don't really understand it.
Asked how actively they would want to control who, what, when, where and why marketers use their personal data, more than two-thirds of respondents said they would want to control it all or most of the time.
Research Intelligencer and Advertiser Perceptions fielded a parallel set of similar questions
among ad industry executives, and we will publish those results on Monday.