This article takes a look at online behavioral advertising (OBA), or online behavioral marketing (OBM), which relies on tracking devices to collect and analyze information about web users. Behavioral targeting uses this information to display relevant and personalized ads to users based on their profile. The article examines consumers’ attitudes towards OBA campaigns, as well as the industry’s self-regulation attempts, namely the “you-are-being-targeted” icons that appear in the corner of behaviorally targeted ads. The article references two Carnegie Mellon studies that point to a lack of awareness as to what, exactly, these disclosure icons are meant to [...]