Literature about advertiser-controlled factors
Ad Characteristics
Level of personalization - The types of information used included age, gender, location, education level, interests, online shopping behavior, and search history. Their findings suggest that the level of personalization influences consumer-related factors, such as feelings of intrusiveness, feelings of vulnerability, the ad's perceived usefulness, reactance, and privacy concerns. The level of personalization also influences OBA outcomes, such as click-through intentions and rates.
Accuracy - OBA can act as an implied social label. OBA provides an external characterization of the self, leading consumers to adjust their self-perceptions and draw on these perceptions to determine their purchase behavior. Interestingly, these effects seem to occur only when OBA is accurately connected to past behavior.
OBA Transparency
Privacy Statements and Informed Consent Requests - Although inclusion of privacy statements disclosing the usage of cookies has increased, such statements are seldom read and thus fail to inform consumers. In addition, people are highly unlikely to understand the language of such statements and tend to agree with almost all requests, or they simply ignore them.
Disclosure - It was found that disclosures are rarely noticed. In addition, none of the taglines were understood to be links to pages where you can make choices about OBA, nor did they increase knowledge about OBA. Other studies show that consumers are unfamiliar with the icons, do not understand their purpose, and rarely notice them. However, the standard icon could effectively increase OBA awareness and understanding when accompanied by an explanatory label