Online users will be able to opt in to behavioral ads and will be notified in the ads or on a site that their activities are being tracked, according to new guidelines released by the IAB, the American Association of Advertising Agencies, the Association of National Advertisers and the Direct Marketing Association. The groups reportedly hope to ward off government regulation with this voluntary effort. Pamela Jones Harbour, a member of the Federal Trade Commission, said in a statement the report has "the potential to dramatically advance the cause of consumer privacy."

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