Consortium tries to head off behavioral targeting backlash with standards

By January 13th, 2009

Behavioral targeting has taken a lot of heat from consumers, privacy advocates, and even the government, for an industry-wide lack of transparency about how data is stored and shared. NebuAd and Phorm have been the most high-profile targets, but there’s been a growing sense that legislation might rein in the industry unless it demonstrates that it knows how to behave.

Four industry associations that have an interest in seeing online behavioral targeting stay clean, the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB) have banded together to preemptively head off accusations of laxity and negligence with new standards for privacy that behavioral targeting firms must abide by.

The timing is probably wise, given that the incoming Democratic President Obama and strong Democratic majorities in both houses of Congress are shaping up to be relatively regulation-friendly. The industry got a warning from the FTC a little over a year ago.

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This entry was posted on Tuesday, January 13th, 2009 at 7:11 pm and is filed under Online Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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