The EFF, which is generally less favorable toward behavioral targeting, came in pretty positively in this review of Google’s approach:
The most privacy protective solution would be to have behavioral targeting systems be based on the user’s opt-in. To no one’s surprise, Google has not gone down that road (“‘Offering advertising on an opt-in basis goes against the economic model of the Internet,’ Google spokesperson Christine Chen told the IDG News Service”), and we are not aware of any major player in online advertising that has an opt-in targeting system. Google has, however, done some things that make opt-out quite a bit better.
It seemed very important to EFF that consumers at least have the option to use the plug-in for “permanent” opt-out. Will we see any statistics on actual uptake for this plug-in?