New Behavioral Ad Guidelines

Pete Prestipino
by Pete Prestipino 07 Mar, 2009
New Behavioral Ad Guidelines

The Internet Advertising Bureau (IAB) in the UK has proffered some new guidelines for behavioral advertising (PDF).

There are several key takeaways from the formal announcement:

  • Companies mining online information for behavioral advertising must clearly inform consumers that data is being collected for this reason.
  • Users must be provided a clear means to decline behavioral advertising. Where applicable, such models must request user consent.
  • Users must be given clear, understandable information about how their data is being used and how they can decline.

The IAB's behavioral ad guidelines were signed by major firms - including Google, Yahoo, Microsoft, AOL and Phorm. For their part, industry members emphasized that data-gathering for behavioral targeting purposes would always be anonymous.

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Pete Prestipino
Pete Prestipino
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.