For a long time I've felt the biggest impediment facing the online media world was secrecy and confusion. For more evidence of the potential, Online Media outlines a new report "Why Johnny Can't Opt Out" that concludes most consumers can't figure out how to opt out of online behavioral advertising.
The report, by researchers at Carnegie Mellon, found usability flaws in all nine methods tested. It's a sad commentary when the self-regulating online advertising business deliberately makes it hard to opt out (and I say deliberately because it's not that difficult to put in easily-understood opt out mechanisms -- if you want to).
How many consumers will get frustrated and just bail. I personally know several who are no longer on Facebook because of its seemingly never-ending changes to its opt out policies.
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