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<strong>Opting out?</strong>
</h3>
<p>
- Some advertisers claim that you can "opt out" of their targeted advertising, and even offer <a href="http://optout.aboutads.info/">a centralized place meant to help you do so</a>. However, my experience with these tools isn't a positive one. They don't appear to work all of the time. (In a recent experiment I conducted, two advertisers’ opt-out mechanisms failed to take effect.) And while advertisers claim to allow the user to opt out of "interest-based ads," it's not clear that the opt-outs govern data collection itself, rather than just the use of the collected data for displaying ads. Moreover, opting out on their terms requires the use of third-party cookies, thereby enabling another mechanism that other advertisers can then exploit.
+ Some advertisers claim that you can "opt out" of their targeted advertising, and even offer <a href="http://optout.aboutads.info/">a centralized place meant to help you do so</a>.&nbsp;However, my experience with these tools isn't a positive one. They don't appear to work all of the time. (In a recent experiment I conducted, two advertisers’ opt-out mechanisms failed to take effect.) And while advertisers claim to allow the user to opt out of "interest-based ads," it's not clear that the opt-outs govern data collection itself, rather than just the use of the collected data for displaying ads. Moreover, opting out on their terms requires the use of third-party cookies, thereby enabling another mechanism that other advertisers can then exploit.
</p>
<p>
It's also not clear how they function over time: How frequently do I need to take these steps? Do they expire? How often should I check back to make sure I’m still opted out? I'd much prefer an approach requiring me to opt <em>in</em> to surveillance and targeting.