Information gathered online serves creators and producers well in targeting content. But a new study suggests Americans don't want news and advertising directed their way.
If anything, even the notion of directed content spurs an even stronger opt-out.
The USC Annenberg School of Communication-led survey found that two-thirds of Americans surveyed didn't want advertising tailored to them. But, if they were told about being tracked online, Americans felt even more strongly they didn't want ads pushed to them.
The researchers prescribe a "regime of information respect" to the public.
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