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Most Americans Don't Want Online Advertisers to Track Them Ad Age

Most U.S. consumers don't want online advertisers to track them on the Web, a trend that has been on the rise as marketers try to deliver specific ads to certain types of people, reports Advertising Age, citing a new Gallup poll.

Behavioral targeting has come under government scrutiny, by both the Federal Trade Commission and the Obama administration, the story notes.

The poll asked Americans if they felt advertisers should be allowed to match ads to people's interests based on other sites they've visited, and 67% said no, with 30% saying yes, the article notes. Asked whether tracking people is justified because it keeps costs down "so users can visit websites for free," 61% of respondents said no, with 35% saying yes, the article notes.