Fetchback adds opt-out link to ads and loses fewer web surfers

In the ongoing debate over behavioral targeting methods online, the subject of consumer preference is a thorny issue. Most consumers don’t opt out of sharing their information with advertisers online. Is that because they don’t know how, or because they don’t care what happens with their info?

This Spring, ad network Fetchback instituted a new ad format that made it easier for consumers to opt-out of its advertising. So far fewer consumers are taking that route. If the data is to be believed, consumers don’t seem to mind sharing their data.

But unfortunately for advertisers, consumer sentiment may not have much sway with regulators when it comes to behavioral targeting.