Online interest-based advertising, sometimes called behavioral advertising, is big business. Advertisers—and the technology companies that make this business possible—use information collected from a particular computer or device, over time and across others’ websites, to predict preferences and target and display advertising that is most likely to interest the user.
With encouragement from the Federal Trade Commission,1 online advertising industry organizations adopted a set of “Self-Regulatory Principles for Online Behavioral Advertising (OBA Principles),”2 which apply to members of those organizations: the ad networks, advertising agencies, service providers, and web publishers that engage in or facilitate the collection of online user data across websites for purposes of interest-based advertising. The Better Business Bureau (BBB) enforces the OBA Principles through its Online Interest-Based Advertising Accountability Program (Accountability Program). Recent action by the BBB reflects its commitment to vigorously enforce the OBA Principles.
Continue Reading Better Business Bureau Keeps Promise of Vigorous Enforcement of Online Interest-Based Advertising Accountability Program