Haddadi et al. (2010) argue that the employed advertising software should create consumer profiles based on aggregated data only in order to avoid the collection of sensitive data and misuse of personal data. Furthermore, consumers tend to react negatively to advertisements that are tailored to their person or environment once they realize that it is tailored (Malheiros et al. 2012). To ‘remedy’ this situation, Haddadi et al. (2010) suggest to include “Bluff Ads”, which are purposeful advertisements unrelated to the respective user profile or environment; such tactics cover up that the advertisements a user receives are tailored to his/her profile and/or environment.