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Internet users overwhelmingly enjoy free Web content supported by advertising, and they'd rather see advertisements targeted toward their interests than random ads, according to a survey released this week by the Digital Advertising Alliance (DAA).
While it may seem the popularity of free online content is a no-brainer, the DAA said it's important to drive home those points as a U.S.
Several lawmakers, including Senate Commerce, Science and Transportation Committee Chairman John "Jay" Rockefeller, have called for new laws that would allow Web users to stop websites and ad networks from tracking them online. The Commerce Committee will examine industry-led do-not-track efforts during a Wednesday hearing.
The survey shows that many Internet users understand that advertising pays for free content, said Lou Mastria, the DAA's managing director. Forty-seven percent of respondents said they wouldn't support a law that restricts how data is used for Internet advertising, if it potentially reduced the availability of free content.
Asked who should be making the choice over what sorts of ads they see, 75 percent said the individual Internet user should be in control. Zogby asked respondents about their biggest concern about the Internet, and only about 4 percent identified behavioral advertising.

The survey didn't ask if Internet users would prefer to continue to get free content while not seeing advertising. More than 18 percent of Chrome and Firefox browser users have ad-blocking extensions installed, according to the company. Large-scale ad-blocking on the Internet is "untenable" for publishing companies, Mastria said. Amazon Shop buttons are programmatically attached to all reviews, regardless of products' final review scores. PCWorld helps you navigate the PC ecosystem to find the products you want and the advice you need to get the job done.
More than 75 percent said they'd prefer ad-supported free content on the Web to paying for ad-free content. Earlier this year, Rockefeller, a West Virginia Democrat, introduced a bill that would require websites and networks to honor do-not-track requests from consumers.
Targeted advertising is particularly effective because about twice the number of people click through targeted ads than on random ads, he noted.

Eleven percent said browser companies should make that choice, while 9 percent said the government should choose.
Nearly 39 percent said their biggest concern was ID theft, and 34 percent said viruses and malware. Our parent company, IDG, receives advertisement revenue for shopping activity generated by the links. The DAA, a coalition of online advertising groups, operates a program that allows Web users to opt out of receiving targeted, or behavioral, advertising.
Sixteen percent said they would prefer random ads, and 28 percent said they would prefer a mix of both. Because the buttons are attached programmatically, they should not be interpreted as editorial endorsements.

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