...according to a 2009 study from Carnegie Mellon University’s CyLab, if given a choice, 68% of Americans “definitely would not” and 19% “probably would not” allow advertisers to track them online even if their online activities would remain anonymous. The researchers found that 64% of their respondents found the idea of targeted ads invasive.
Of course, there are plenty of tools to protect our privacy if we don’t like companies looking over our shoulders online: every major Web browser includes a privacy option in its settings. There are opt-out tools that allow users to set opt-out cookies for advertising networks, and there are tools that allow users to block domains or patterns.
The problem, according to new research from CyLab, is that none of these tools work.