(Commentary) Interestingly, as much as we’re currently experiencing a public push for greater data-tracking transparency, the reality might be that consumers actually don’t value the transparency that much. Researchers from Harvard Business School, the University of Virginia’s Darden School of Business, and IESE (the graduate business school of the University of Navarra, Spain) have shown in their paper “Why Am I Seeing This Ad? The Effect of Ad Transparency on Ad Effectiveness ” that consumers are reluctant to engage with ads that they know have been offered to them because of their online ac...