TRUSTe and TNS 2nd annual Behavioral Advertising Attitudes Survey release today reports ’09 results fairly consistent with ’08 results. Consumers very aware of tracking by third parties and they want content and advertising to be more relevant. While about half of consumers remain concerned about tracking, we show a statistically relevant increase in comfort of 6 percentage points.

Now is the time for publishers to act. Consumers expect brands they know to protect their privacy. And companies already experimenting with proactive notice and control features report very low opt-out rates.

Don’t bring up the rear guard of the industry. Consumers know they’re being tracked and in the absence of straightforward dialogue, doubt and suspicion take over.

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