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More consumers are growing comfortable with online behavioral targeting, perhaps as a result of an increase in familiarity, but the majority remain uneasy with the practice. That's according to a new study conducted by TNS on behalf of the privacy group Truste. For the study, consumers were asked whether they agreed or disagreed with the statement: "I am comfortable with advertisers using my browsing history to serve me relevant ads, as long as that information cannot be tied to my name or any other personal information." Twenty-eight percent of respondents agreed, up from 24% who agreed when the same study was conducted last year. At the same time, 51% said they disagreed that they were comfortable with anonymous behavioral targeting. While that figure represents a slim majority, it's down from last year, when 57% of respondents said they disagreed. At the same time, more respondents than in the past now say they delete cookies. Almost half--48% of survey respondents--said they erase cookies at least weekly, up from 42% last year. It's not clear how much overlap there is between the respondents that regularly delete cookies and those who say they're uncomfortable with behavioral targeting. Colin O'Malley, vice president of strategic business at Truste, attributed the increase in the proportion of consumers who said they were comfortable with behavioral targeting to increased publicity over the issue. He said the recent attention to the issue in the mainstream media has helped to increase transparency. He added that the increased cookie erasures showed that consumers want to be able to manage their experience. "Cookie deletion is just one more indication that consumers are seeking tools to increase their level of control," he said.

"BlueCross and BlueShield of Tennessee is still scrambling to figure out how much of its members' personal information was put at risk in an Oct. 2 data breach in which 57 hard drives were removed from computer servers at a plan office in Chattanooga, according to a plan spokeswoman. In a telephone interview, Blues spokeswoman Mary Thompson said there were no signs of forced entry and the drives, which Thomson said were between the size of a large book and an 8-track tape cartridge, were taken from a set of active servers in a data storage cabinet. The removal, termed a theft by the plan, was not discovered until Oct. 5, Thomson said"

57 hard drives stolen from active servers and no one noticed? No sign of forced entry? Hmmmm.