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Ad Groups Band Together For Online 'Do Not Track' List

Ad Age, Monday, October 4, 2010 11:45 PM

In a broad attempt by the online advertising industry to ward off federal privacy legislation, a coalition of industry groups announced a wide-reaching program that allows internet users to opt out of being tracked for the purposes of online marketing. The program has also enlisted with the Better Business Bureau to police marketers that are not in compliance.

While some major digital advertisers, such as AT&T, have already offered a program that allows people to opt-out of being tracked, the Federal Trade Commission had expressed concern that there is not a comprehensive, single mechanism for people to unsubscribe from marketers. The coalition, which bills itself as the Digital Advertising Alliance, opened a registration program where any advertiser can sign up to be included in the self-policing program.

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advertising, online

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