Online behavioral advertising is a form of advertising that enables personally targeted ads, which increases its effectiveness and also cost efficiency. It is based on collecting user data and combining it into user profiles, and poses a serious threat to their privacy. With a web survey based on a literature review and existing similar studies from abroad, I examined a sample of Slovenian web users regarding their feelings about online behavioral advertising, both in general and specifically for Google, and their familiarity with cookies. I also examined whether the rules governing the operation of cookies and similar technologies, and the rules for obtaining consent for the installation of cookies, as defined by the amended Directive 2002/58/EC and the General Data Protection Regulation, have brought positive changes for users. I found that online users are not in favor of online behavioral advertising. The data collection for targeted ads seems intrusive and gives a sense of privacy loss. The basics of online behavioral advertising are well known, but users lack knowledge about cookies and their impact on the user experience and online privacy. The informed consent, as specified by the amended Directive 2002/58/EC and the General Data Protection Regulation, is not fully achieved precisely due to the lack of user knowledge. Google users have a similarly disinclined attitude towards personalized ads and content. Regardless of potential benefits, they believe Google's collection of user data is unacceptable and presents a threat to their privacy. Both advertisers and public authorities should strive to better educate web users.
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