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NEW YORK 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 Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the Direct Marketing Association (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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