When March 2015 polling conducted by ORC International for Kelly Scott Madison (KSM) asked US internet users about their awareness of Your AdChoices—a campaign coinciding with the 2012 launch of the AdChoices logo to inform consumers about behavioral advertising and their opt-out options—74% were not familiar with the campaign.
Even when consumers were familiar with the AdChoice logo, they didn’t necessarily know what it meant. Just over one-third said the icon was served to them due to specific browsing—the correct meaning. Other interpretations included thinking that the ad was approved by the national advertising ratings commission or that a web browser was compatible with the specific ad. About one-quarter of those who had seen an AdChoice logo admitted to not knowing what it meant. Read the rest at eMarketer.