Paper Info
Title
Why Johnny can't opt out: a usability evaluation of tools to limit online behavioral advertising
Abstract
We present results of a 45-participant laboratory study investigating the usability of nine tools to limit online behavioral advertising (OBA). We interviewed participants about OBA and recorded their behavior and attitudes as they configured and used a privacy tool, such as a browser plugin that blocks requests to specific URLs, a tool that sets browser cookies indicating a user's preference to opt out of OBA, or the privacy settings built into a web browser. We found serious usability flaws in all tools we tested. Participants found many tools difficult to configure, and tools' default settings were often minimally protective. Ineffective communication, confusing interfaces, and a lack of feedback led many participants to conclude that a tool was blocking OBA when they had not properly configured it to do so. Without being familiar with many advertising companies and tracking technologies, it was difficult for participants to use the tools effectively.
Year
DOI
Venue
2012
10.1145/2207676.2207759
CHI
Keywords
Field
DocType
privacy tool,browser plugin,45-participant laboratory study,blocks request,serious usability flaw,advertising company,browser cooky,usability evaluation,web browser,online behavioral advertising,privacy setting,usability,privacy
World Wide Web,Web browser,Usability engineering,Computer science,Usability,Usability goals,Human–computer interaction,Online behavioral advertising,Opt-out,Plug-in
Conference
Citations 
PageRank 
References 
48
3.22
6
Authors
6
Name
Order
Citations
PageRank
Pedro Leon1483.22
Blase Ur297348.81
Richard Shay3107343.90
Yang Wang4125671.28
Rebecca Balebako528813.37
Lorrie Faith Cranor66767515.80