The IAB is urging online publishers to follow best practices for behavioral ads to avoid becoming the target of FTC investigators, who this year are expected to step up their "enforcement agenda," according to Mike Zaneis, the IAB's vice president of public policy. The IAB has been successful in making the case to lawmakers that self-regulation is a better option than heavy-handed restrictions. Lawmakers "don't want to pass a law that really hurts the business," Zaneis said.

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