A survey conducted by the University of Pennsylvania and UC Berkley found that most Americans prefer not to have their online movements tracked for targeted advertising. Reported in NY Times, the survey of about 1,000 adult internet users found that 66 percent object to targeted ads. During interviews, the percentage of objectors climbed as different online monitoring tactics were explained.  When respondents were asked about being targeted by having their movement tracked from site to site, 84 percent objected.

There was less disapproval for non-ad content tailored through online monitoring, with objections falling to only 58 percent for targeted news and 51 percent for tailored discounts. The survey also found that 55 percent of 18-24 year olds dislike targeted ads, and that 92 percent of all respondents want all personal data deleted by companies upon request. Read more at NY Times.