Internet users overwhelmingly enjoy free Web content supported by advertising, and they’d rather see advertisements targeted toward their interests than random ads, according to a survey released this week by the Digital Advertising Alliance (DAA).
While it may seem the popularity of free online content is a no-brainer, the DAA said it’s important to drive home those points as a U.S. Senate committee hosts a hearing on voluntary do-not-track efforts next week. The DAA, a coalition of online advertising groups, operates a program that allows Web users to opt out of receiving targeted, or behavioral, advertising.
Nearly 69 percent of respondents to the survey said free content like news, weather, and email is “extremely important” to the value of the Internet. More than 75 percent said they’d prefer ad-supported free content on the Web to paying for ad-free content. Just 9 percent said they’d prefer to pay for content.
Several lawmakers, including Senate Commerce, Science and Transportation Committee Chairman John “Jay” Rockefeller, have called for new laws that would allow Web users to stop websites and ad networks from tracking them online. Earlier this year, Rockefeller, a West Virginia Democrat, introduced a bill that would require websites and networks to honor do-not-track requests from consumers.
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