Techniques are described to mitigate ad stalking and other user concerns resulting from user-targeted advertising. A user may be informed of advertising information by a process in which an advertising server receives a request for an ad. The request may have been generated in response to a user request for a landing web page. An ad may be selected based on user information available to the advertising server, where the user information is associated with the user and describes behavior and/or attributes and/or preferences associated with the user. Text about how the ad was selected may be incorporated into the ad. Such text may describe the user information used to select the ad. The selection-disclosing text may be incorporated in the ad in a form that is displayable to the user by a browser. The ad may then be transmitted for display in the landing web page.