The future of online behavioral advertising may lie in the hands of Genie Barton. As vp, director of the Council of Better Business Bureaus’ online behavioral advertising and mobile marketing initiatives, it would be much easier to describe her as the enforcer of the Digital Advertising Alliance’s AdChoices program. The program requires brands to place a small, triangular blue icon on their ads. When consumers click on the icon, they are sent to a website where they can opt out of targeted ads. Barton logged off to speak to Adweek about privacy and ad targeting.