Why Johnny Can't Opt Out: A Usability Evaluation of Tools to Limit Online Behavioral Ad... - 1 views
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Doug Peterson on 08 Nov 11We present results of a 45-participant laboratory study investigating the usability of tools to limit online behavioral advertising (OBA).We tested nine tools, including tools that block access to advertising websites, tools that set cookies indicating a user's preference to opt out of OBA, and privacy tools that are built directly into web browsers.