Amit Datta, Michael Carl Tschantz and Anupam Datta
 J. R. Mayer and J. C. Mitchell, “Third-party web tracking: Policy and technology,” in IEEE Symposium on Security and Privacy, 2012, pp. 413-427.
 B. Ur, P. G. Leon, L. F. Cranor, R. Shay, and Y. Wang, “Smart, useful, scary, creepy: Perceptions of online behavioraladvertising,” in Proceedings of the Eighth Symposium on Usable Privacy and Security. ACM, 2012, pp. 4:1-4:15.
 Google, “About ads settings,” https://support.google.com/ ads/answer/2662856, accessed Nov. 21, 2014.
Justin Brookman, Phoebe Rouge, Aaron Alva and Christina Yeung
 Federal Trade Comm’n, “Privacy Online: Fair Information Practices in the Electronic Marketplace,” https://www.ftc.gov/sites/default/files/documents/reports/privacy-online-fair-information-practices-electronic-marketplace-federal-trade-commission-report/privacy2000.pdf , May 2000.
 Federal Trade Comm’n, “Self-Regulatory Principles for Online BehavioralAdvertising,” https://www.ftc.gov/sites/default/files/documents/reports/federal-trade-commission-staff-report-self-regulatory-principles-online-behavioral-advertising/p085400
. Labarbera P.A. 2001 Consumer behavior in web-based commerce: An empirical study International Journal of Electronic Commerce 6 2 115 138
Kuehn, A.A. (1962). Consumer brand choice as a learning process. Journal of Advertising Research, 2(4), 10–17. Kuehn A.A. 1962 Consumer brand choice as a learning process Journal of Advertising Research 2 4 10 17
Lee, J. (2017). The assessment tool for user perceived interactivity from ACG website interactivity on imagination. Communications in Computer and Information Science, 713, 57–65. 10.1007/978-3-319-58750-9_8 Lee J. 2017 The
for the Web presence of local heritage, on the aspects of usability, content, aesthetics, and Web 2.0 services. Together with interviews with local study librarians, their findings suggest that, among other things, researchers and practitioners should continue developing knowledge of users’ expectations and information seeking behaviors, which can inform decision making on preservation practice, strategy, and policies ( Smith & Rowley, 2012 ). In their framework of “information representation design,” Abbas et al. (2016) also argued that, in the spirit of user
objectives of market segmentation is to figure out the preferences of the users in order to provide a more personalized service without the need of conducting direct dialogues. If the segmentation is made properly, the company will reduce the cost of targeted advertising, offer more personalized service, and potentially increase its revenues. For example, previous work has shown that gender plays an important role in the purchase decision-making. Van Aswegen explains that shopping behavior in men and women is highly affected by their considerations, concerns, perspectives
Irwin Reyes, Primal Wijesekera, Joel Reardon, Amit Elazari Bar On, Abbas Razaghpanah, Narseo Vallina-Rodriguez and Serge Egelman
 X. Cai and X. Zhao. Online Advertising on Popular Children’s Websites: Structural Features and Privacy Issues. Computers in Human Behavior, 2013.
 P. Carter, C. Mulliner, M. Lindorfer, W. Robertson, and E. Kirda. CuriousDroid: Automated User Interface Interaction for Android Application Analysis Sandboxes. In Proc. of FC, 2016.
 L. Cavallaro, P. Saxena, and R. Sekar. On the Limits of Information Flow Techniques for Malware Analysis and Containment. In Proc. of DIMVA, pages 143-163. Springer- Verlag, 2008
Kurt Rothermel. User centric walk: An integrated approach for modeling the browsing behavior of users on the web. In Annual Symposium on Simulation , April 2005.
 Aaron Cahn, Scott Alfeld, Paul Barford, and S. Muthukrishnan. An empirical study of web cookies. In Proc. of WWW , 2016.
 Juan Miguel Carrascosa, Jakub Mikians, Ruben Cuevas, Vijay Erramilli, and Nikolaos Laoutaris. I always feel like somebody’s watching me: Measuring online behaviouraladvertising. In Proc. of ACM CoNEXT , 2015.
 Big Commerce. Understanding Impressions in
Vasilios Mavroudis, Shuang Hao, Yanick Fratantonio, Federico Maggi, Christopher Kruegel and Giovanni Vigna
, G. Wang, W. Zhang, Y. Jiang, and Z. Chen. How much can behavioral targeting help online advertising? In Proceedings of the 18th international conference on World wide web , pages 261–270. ACM, 2009.
 Y. Yuan, F. Wang, J. Li, and R. Qin. A survey on real time bidding advertising. In Service Operations and Logistics, and Informatics (SOLI), 2014 IEEE International Conference on , pages 418–423. IEEE, 2014.
 W. Zhang, L. Chen, and J. Wang. Implicit look-alike modelling in display ads: Transfer collaborative filtering to ctr estimation. arXiv
westin’s and altman’s theories of privacy. Journal of Social Issues , 59(2):411–429, 2003.
 J. D. Morris, C. Woo, J. A. Geason, and J. Kim. The power of affect: Predicting intention. Journal of Advertising Research , 42(3):7–17, 2002.
 K. A. Neuendorf. The content analysis guidebook . Sage, 2002.
 P. A. Norberg, D. R. Horne, and D. A. Horne. The privacy paradox: Personal information disclosure intentions versus behaviors. Journal of Consumer Affairs , 41(1):100–126, 2007.
 A. Nosko, E. Wood, and S. Molema. All about me