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Two thirds of U.S. users do not want ads targeted to them based on their online behavior, according to a study by professors at the University of Pennsylvania and the University of California, Berkeley.

By Jack Marshall, ClickZ, Oct 1, 2009

The report, provocatively titled "Americans Reject Tailored Advertising," was based on phone surveys with 1,000 Internet users, of which 66 percent said they did not want Web sites to show ads that are tailored to their interests. When asked about customizing ads based on previous online behavior, 73 percent said they thought the practice was "not OK."

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Here is UPenn Study Americans Reject Tailored Advertising