Carnegie Mellon University
Online Behavioral Advertising (OBA) is the practice of tailoring ads based on an individual's activities online. Users have expressed privacy concerns regarding this practice, and both the advertising industry and third parties offer tools for users to control the OBA they receive. The authors provide the first systematic method for evaluating the effectiveness of these tools in limiting OBA. They first present a methodology for measuring behavioral targeting based on web history, which they support with a case study showing that some text ads are currently being tailored based on browsing history.