As a marketing professional, there is nothing I hate more than receiving any form of communication (email, Web experience, social media, mobile, whatever) and not see an obvious place where I can either opt out of the communication or protect how much information is being captured. As a consumer, I probably hate it more.
Later this year Canadians will see a change happening with online advertising: the introduction of a small icon on the ad that tells consumers they are being targeted and gives them the ability to opt-out. I embrace the move because most consumers have a general lack of understanding about targeted ads. This will help clear things up.