As if the ad industry hasn’t seen enough bad news lately, a new study found that two-thirds of Americans polled don’t agree with advertisers tracking their online habits. Here are some of the key takeaways from the research (as reported by the New York Times):

• 66 percent of Americans believe tailored ads are “not OK”
• 7 percent said such ads are not OK when they are tracked on a site
• 18 percent said ads are not OK when they are tracked by another site
• 20 percent said it is not OK to be tracked offline

In addition to the bad news for advertising, the research showed that 51 percent said tailored discounts are OK and 58 percent think customized news is OK. The article then went on to discuss several forms of online privacy legislation that could be introduced soon.

So, to sum up the research, Americans don’t want to to be tracked online for data purposes, yet a majority still want free stuff and tailored news. It doesn’t make much sense to me, mostly because I’m looking at it through a marketing eye and know that online content isn’t even sustainable with this kind of advertising, let alone advertising that is not tailored. This research is interesting because younger generations seem to have a more liberal perception of online privacy, while older generations are cautious with anything out there. No matter what, it seems this is just the beginning of the age of anti-advertising and it probably will be around for a while.

People have always wanted stuff for free and the Internet conceptualized people’s wildest imaginations in terms of information access. However, we’ve become so used to free that it will be hard to wean off, especially since the imminent rise of paid content and the limited access Web is beginning to emerge.

In terms of the legislation, it’s bad news for news outlets if it passes. Even though the industry is trying to self-regulate, the research shows people are more concerned about the idea of being tracked online. While many Web sites like the Times itself are free, this will probably have a negative effect on online ad sales. The free Internet model will once again come into question and unfortunately, it will most likely make Rupert Murdoch look really smart.

So, what’s next? Where will advertising turn next in the age of anti-advertising? How does this impact public relations?

Photo by Alejandrooo on Flickr.