Evercookie, and many other emerged new technologies in persistent data tracking, is a response to internet users' tendency of deleting cookie storage. In this system of information exchange, some consumers believe they are being compensated with greater personalization information, or sometimes even financial compensation from the related companies. Recent related research, however, shows a gap between the expectations of the consumer and marketers. A Wall Street Journal survey showed 72% felt offended when they saw targeted advertisements while browsing the internet. Another survery showed 66% of Americans felt negative about how marketers track their data to generate individualized information. In another survey, 52% of respondents said they would like to turn off behavioral advertising. Data tracking persists, however.
