'Power I' Reduces Power of Ads

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Consumers surfing the Internet are starting to see a new symbol in banner ads: an “i” enclosed inside a blue circle. This symbol, the so-called “Power I,” is an industry response to privacy concerns about ads based on behavioral targeting.

The Power I icon alerts consumers that the online ad they’re looking at was informed by behavioral information. Currently the “Power I” expands on rollover with text that reads, “Why did I get this ad?” Clicking the link takes users to a page that explains the information-gathering technique.

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