ABSTRACT
Much of the debate surrounding online behavioral advertising (OBA) has centered on how to provide users with notice and choice. An important element left unexplored is how advertising companies' privacy practices affect users' attitudes toward data sharing. We present the results of a 2,912-participant online study investigating how facets of privacy practices---data retention, access to collected data, and scope of use---affect users' willingness to allow the collection of behavioral data. We asked participants to visit a health website, explained OBA to them, and outlined policies governing data collection for OBA purposes. These policies varied by condition. We then asked participants about their willingness to permit the collection of 30 types of information. We identified classes of information that most participants would not share, as well as classes that nearly half of participants would share. More restrictive data-retention and scope-of-use policies increased participants' willingness to allow data collection. In contrast, whether the data was collected on a well-known site and whether users could review and modify their data had minimal impact. We discuss public policy implications and improvements to user interfaces to align with users' privacy preferences.
- A. Acquisti, L. K. John, and G. Loewenstein. The impact of relative standards on the propensity to disclose. Journal of Marketing Research, 49(2):160--174, 2012.Google ScholarCross Ref
- N. F. Awad and M. Krishnan. The personalization privacy paradox: An empirical evaluation of information transparency and the willingeness to be profiled online for personalization. Management Information Systems Quarterly, 30(1), 2006. Google ScholarDigital Library
- J. Burkell and A. Fortier. Consumer health websites and behavioural tracking. In Proc. of the 40th Annual Conference of the CAIS, 2012.Google Scholar
- E. Costante, J. den Hartog, and M. Petkovic. On-line trust perception: What really matters. In Proc. STAST, 2011.Google ScholarCross Ref
- Federal Trade Commission. Protecting consumer privacy in an era of rapid change. http://www.ftc.gov/os/2012/03/120326privacyreport.pdf, March 2012.Google Scholar
- M. Geuss. Firefox will block third-party cookies in a future version. In Ars Technica. February 2013.Google Scholar
- P. Golle. Revisiting the uniqueness of simple demographics in the us population. In Proc. WPES, 2006. Google ScholarDigital Library
- J. Gomez, T. Pinnick, and A. Soltani. KnowPrivacy. http://www.knowprivacy.org/report/KnowPrivacy_Final_Report.pdf, June 2009.Google Scholar
- S. Greengard. Advertising gets personal. Communications of the ACM, 55(8):18--20, 2012. Google ScholarDigital Library
- A. N. Joinson, U.-D. Reips, T. Buchanan, and C. B. P. Schofield. Privacy, trust, and self-disclosure online. Human--Computer Interaction, 25(1):1--24, 2010.Google ScholarCross Ref
- A. Kittur, E. H. Chi, and B. Suh. Crowdsourcing user studies with Mechanical Turk. In Proc. CHI, 2008. Google ScholarDigital Library
- S. Komanduri, R. Shay, G. Norcie, B. Ur, and L. F. Cranor. AdChoices? Compliance with online behavioral advertising notice and choice requirements. ISJLP, 7:603--721, 2012.Google Scholar
- B. Krishnamurthy, K. Naryshkin, and C. Wills. Privacy leakage vs. protection measures: the growing disconnect. In Proc. W2SP, 2011.Google Scholar
- B. Krishnamurthy and C. Wills. Privacy diffusion on the web: A longitudinal perspective. In Proc. WWW, 2009. Google ScholarDigital Library
- B. Krishnamurthy and C. E. Wills. On the leakage of personally identifiable information via online social networks. In Proc. WOSN, 2009. Google ScholarDigital Library
- P. Leon, B. Ur, R. Shay, Y. Wang, R. Balebako, and L. Cranor. Why Johnny can't opt out: A usability evaluation of tools to limit online behavioral advertising. In Proc. CHI, 2012. Google ScholarDigital Library
- P. G. Leon, J. Cranshaw, L. F. Cranor, J. Graves, M. Hastak, B. Ur, and G. Xu. What do online behavioral advertising disclosures communicate to users? In Proc. WPES, 2012. Google ScholarDigital Library
- S. Lohr. The default choice, so hard to resist. In New York Times. October 2011.Google Scholar
- J. R. Mayer and J. C. Mitchell. Third-party web tracking: Policy and technology. In IEEE Symposium on Security and Privacy, 2012. Google ScholarDigital Library
- A. McDonald and L. Cranor. The cost of reading privacy policies. ISJLP, 4:543--897, 2009.Google Scholar
- A. McDonald and J. Peha. Track gap: Policy implications of user expectations for the "Do Not Track" internet privacy feature. Information Privacy Law eJournal, 5, 2012.Google Scholar
- J. McEntegart. Microsoft sticks to "Do Not Track" plans for IE in Windows 8. In Tom's Hardware. August 2012.Google Scholar
- M. J. Metzger. Effects of site, vendor, and consumer characteristics on web site trust and disclosure. Communication Research, 33(3):155--179, 2006.Google ScholarCross Ref
- A. Narayanan and V. Shmatikov. Robust de-anonymization of large sparse datasets. In Proc. IEEE Symposium on Security and Privacy, 2008. Google ScholarDigital Library
- Network Advertising Initiative. 2013 NAI code of conduct. http://www.networkadvertising.org/2013_Principles.pdf, 2013.Google Scholar
- H. Nissenbaum. A contextual approach to privacy online. Daedalus, 140(4):32--48, 2011.Google ScholarCross Ref
- F. Roesner, T. Kohno, and D. Wetherall. Detecting and defending against third-party tracking on the web. In Proc. NSDI, 2012. Google ScholarDigital Library
- A. Roosendaal. We are all connected to Facebook...by Facebook! In European Data Protection: In Good Health?, pages 3--19. Springer, 2012.Google Scholar
- J. Ross, L. Irani, M. S. Silberman, A. Zaldivar, and B. Tomlinson. Who are the crowdworkers? Shifting demographics in Mechanical Turk. In Proc. CHI Extended Abstracts, 2010. Google ScholarDigital Library
- S. Sengupta. Web privacy becomes a business imperative. In New York Times. March 2013.Google Scholar
- N. Singer. Mediator joins contentious effort to add a "Do Not Track" option to web browsing. In New York Times. November 2012.Google Scholar
- L. Sweeney. Uniqueness of simple demographics in the U.S. population. Technical report, Carnegie Mellon University LIDAP-WP4, 2000.Google Scholar
- D. G. Taylor, D. F. Davis, and R. Jillapalli. Privacy concern and online personalization: The moderating effects of information control and compensation. Electronic Commerce Research, 9(3):203--223, 2009. Google ScholarDigital Library
- B. Ur, P. G. Leon, L. F. Cranor, R. Shay, and Y. Wang. Smart, useful, scary, creepy: Perceptions of online behavioral advertising. In Proc. SOUPS, 2012. Google ScholarDigital Library
- E. Van De Garde-Perik, P. Markopoulos, B. De Ruyter, B. Eggen, and W. Ijsselsteijn. Investigating privacy attitudes and behavior in relation to personalization. Social Science Computer Review, 26(1):20--43, 2008. Google ScholarDigital Library
- White House. Consumer data privacy in a networked world: A framework for protecting privacy and promoting innovation in the global digital economy. http://www.whitehouse.gov/sites/default/files/privacy-final.pdf, Feb. 2012.Google Scholar
- C. E. Wills and C. Tatar. Understanding what they do with what they know. In Proc. WPES, 2012. Google ScholarDigital Library
- C. E. Wills and M. Zeljkovic. A personalized approach to web privacy: awareness, attitudes and actions. Information Management & Computer Security, 19(1):53--73, 2011.Google ScholarCross Ref
Index Terms
- What matters to users?: factors that affect users' willingness to share information with online advertisers
Recommendations
Smart, useful, scary, creepy: perceptions of online behavioral advertising
SOUPS '12: Proceedings of the Eighth Symposium on Usable Privacy and SecurityWe report results of 48 semi-structured interviews about online behavioral advertising (OBA). We investigated non-technical users' attitudes about and understanding of OBA, using participants' expectations and beliefs to explain their attitudes. ...
Examining American and Chinese Internet Users' Contextual Privacy Preferences of Behavioral Advertising
CSCW '16: Proceedings of the 19th ACM Conference on Computer-Supported Cooperative Work & Social ComputingOnline Behavioral Advertising (OBA), which involves tracking people's online behaviors, raises serious privacy concerns. We present results from a scenario-based online survey study on American and Chinese Internet users' privacy preferences of OBA. ...
Scheme of User Privacy Protection Applied to Online Marketing
TRUSTCOM '13: Proceedings of the 2013 12th IEEE International Conference on Trust, Security and Privacy in Computing and CommunicationsResearch has shown the incredible evolution of mobile marketing and, on the other hand, has also revealed that email marketing is still widely used. Online marketing has evolved considerably in recent times and is becoming a key for companies wishing to ...
Comments