Young and old alike object to online ad tracking

Aimee Picchi

Think that young people don't mind having their behavior tracked across web sites? Think again. According to a new study, more than half of 18- to 24-year olds don't want ads tailored to their behavior.

The study, written by five professors from the University of Pennsylvania and the University of California, Berkeley, found that two-thirds of Americans, regardless of age, object to marketers tailoring ads to their interests. And while there's a belief that young consumers are more open to marketers using behavioral targeting -- the use of information gathered from a consumer's web-browsing and even offline activity -- that's simply not true, the study found.

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