Beliefs and Behaviors: Internet Users’ Understanding of Targeted Advertising

October 28, 2010
Aleecia McDonald | Carnegie Mellon University

Targeted advertising, including behavioral adverting, collects data about an individual’s online activities for use in selecting which advertisement to display. Targeted ads have enjoyed commercial success, and have the potential to reduce costs to advertisers while increasing relevance to consumers. However, questions about consumer’s online privacy are at issue, and there is both regulatory and legislative interest. Aleecia M. McDonald will discuss findings from three recent user studies about online privacy and targeted advertisement performed at Carnegie Mellon’s Cylab Usable Privacy & Security (CUPS) lab. Discussion will conclude with suggestions for policy makers and technologists.

Speaker Details

Aleecia M. McDonald holds a PhD from the Engineering & Public Policy department at Carnegie Mellon University, where she was a member of the Cylab Usable Privacy and Security (CUPS) research laboratory. Her interests span the intersection of Internet technology, policy, economics, and law. Ms. McDonald’s research includes the efficacy of industry self-regulation, behavioral economics and mental models of privacy, network traffic analysis to combat spyware, automotive privacy, and RFID technology. In addition to a decade of experience working for software startups, Ms. McDonald also holds an MS in Public Policy and Management, and a BA in Professional Writing, both from Carnegie Mellon. Her findings have been featured in media outlets such as the Washington Post, Ars Technica, Free Press’ Media Minute, and have contributed to testimony before the Federal Trade Commission.