From Wired News:
Targeted ads might be a brass ring for the online marketers, but consumers just aren’t buying it. According to a recent Harris Interactive survey, 59 percent of Americans take exception to Microsoft, Google, and Yahoo tracking their online activities for marketing purposes.
The nationwide survey was conducted with the help of Dr. Alan F. Westin, Professor of Public Law and Government Emeritus at Columbia. Westin argues that the distrust stems from consumers disbelief of the value proposition offered by marketers.
Once people find out how they’re being tracked, they don’t like it. But usually, they’re not aware of how they’re being tracked. And there just isn’t much of an upside for consumers to all this tracking; the benefit is to marketers.