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APPC Contributes to Consumer Privacy Study Contradicting Claims That Americans Want Tailored Advertising

Annenberg Public Policy Center researchers Amy Bleakley and Michael Hennessy served as co-authors of a study directed by Annenberg School for Communication Professor Joseph Turow suggesting that the majority of Americans (66 percent) are opposed to advertising tailored to their interests, despite marketers’ claims to the contrary. A collaborative effort of the Berkeley Center for Law & Technology at UC Berkeley School of Law (Berkeley Law) and the Annenberg School for Communication at the University of Pennsylvania, the study is the first nationally representative telephone survey that explores Americans’ opinions about the controversial marketing practice of behavioral targeting: following consumers’ actions and then tailoring advertisements for the consumers based on those actions.