We report results of 48 semi-structured interviews about online behavioral advertising (OBA). We investigated non-technical users' attitudes about and understanding of OBA, using participants' expectations and beliefs to explain their attitudes. Participants found OBA to be simultaneously useful and privacy invasive. They were surprised to learn that browsing history is currently used to tailor advertisements, yet they were aware of contextual targeting.
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Ur et al. (2012) studied this question.