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Internet users are exposed to advertisements on social media, in search
results and on many websites. Most are "targeted advertisements," which are
based on the past record of a person's online activities and are related to his or
her personal interests. O These personalized advertisements are considered
effective marketing tools as they allow advertisers to reach out to potential
customers. 2 However, internet users have pointed out some of the negative
aspects of these ads. 3 First, many users are disturbed or annoyed by the ads
which pop up constantly and don't seem to go away. @ There isa good chance
that they receive ads for goods or services that perfectly match their interest.
They also feel uneasy about the way their browsing history is tracked and
their personal information is collected.
