Good business practice means providing consumers the means to opt out. Yet, consumers often don’t, either because they don’t know how or don’t even know it’s an option.
In 2010, the Digital Advertising Alliance launched the AdChoices icon, designed to give consumers greater visibility into when they were encountering targeted ads. But Parks Associates research found that the AdChoices icon was only recognizable by 6% of survey participants in 2013, up from 5% in 2011.
From the article "As Privacy Debate Rages, Is The Ad Industry Fresh Out Of Ideas?" by Liz Rowley.