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Four of the advertising industry’s biggest trade organizations, along with the the Council of Better Business Bureaus, plan to jointly develop a set of self-regulatory guidelines for behavioral targeting ads.
Joining in the cause are the American Assn. of Advertising Agencies (4A’s), the Assn. of National Advertisers (ANA), the Direct Marketing Assn. (DMA) and the Interactive Advertising Bureau (IAB).
The groups said their goal is to tackle privacy concerns surrounding behavioral targeting, a widespread practice which involves studying Web users’ previous surfing and searching activity to deliver them more relevant ad messages.
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