What Matters to Users? Factors that Affect Users’ Willingness to Share Information with Online Advertisers Pedro Giovanni Leon∗, Blase Ur∗, Yang Wangz, Manya Sleeper∗, Rebecca Balebako∗, Richard Shay∗, Lujo Bauer∗, Mihai Christodorescuy, Lorrie Faith Cranor∗ ∗Carnegie Mellon University yQualcomm Research Silicon Valley zSyracuse University {pedrogln, bur, msleeper, balebako,
[email protected] [email protected] rshay, lbauer, lorrie}@cmu.edu ABSTRACT 1. INTRODUCTION Much of the debate surrounding online behavioral adver- Online behavioral advertising (OBA), the practice of tar- tising (OBA) has centered on how to provide users with geting online advertising based on users' past online activi- notice and choice. An important element left unexplored ties, has been the subject of a major privacy debate in recent is how advertising companies' privacy practices affect users' years. Reports released in 2012 by the U.S. Federal Trade attitudes toward data sharing. We present the results of Commission [5] and the White House [36] discuss the pri- a 2,912-participant online study investigating how facets of vacy tradeoffs inherent in this practice. At the same time, privacy practices|data retention, access to collected data, browser vendors have recently taken steps to reduce track- and scope of use|affect users' willingness to allow the col- ing: Microsoft sends a Do Not Track signal by default in IE lection of behavioral data. We asked participants to visit a 10 [22], and Mozilla has announced that Firefox will even- health website, explained OBA to them, and outlined poli- tually block third-party cookies by default [6]. cies governing data collection for OBA purposes.