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"If your goal is to have a red flashing icon that says, 'Click here to opt out of targeting,' and to incentivize people to opt out, then we don't share that goal," Mr. Zaneis said.
Ad networks and marketers say they are willing to offer more transparency by, say, placing an icon beside or in ads that says something to the effect of "click here to find out why you got this ad" or even "click here to opt out of this ad," he notes.
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