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I think one of the big problems is that most end-users don't know everything that goes into displaying an ad (myself included).

Yes, we can say, "I consent to viewing an ad in order to receive X free service" in the same way that we consent to viewing a commercial when we watch TV or listening to an ad on the radio.

However, in those latter two examples, the information is one-way. Those advertisers don't collect any personal information (outside of perhaps our viewing/listening location).

When it comes to website ads, most consumers do not know/realize that a) the advertisers are collecting a WEALTH of your personal information and b) that information comes at a cost of your bandwidth (which, for many mobile users, is limited). There are probably many other things that happen between the end-user and the third-party that I am not aware of.

Sure, they may consent to viewing a free ad, but most of them do NOT consent to collection of information nor increased usage of bandwidth.

I am happy that many websites are now (at least trying to) put a visible cookie privacy policy, but I think even those little policies are getting banner blindness.

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