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IAB Retracts 48-Hour Cookie Recommendation

BEHAVIORAL TARGETING—UK

October 1, 2010

The Interactive Advertising Bureau (IAB) has withdrawn a code of practice released last week that recommended the expiration of retargeting cookies within 48 hours, OUT-LAW.COM reports. The IAB's Affiliate Marketing Council will rework the code after further industry consultation, the report states. "Following extensive feedback from IAB members, the IAB Affiliate Marketing Council (AMC) has withdrawn its code for the time being to ensure the initiative fully represents the needs and wants of the market, and that the language used is satisfactory to all corners of the industry," said IAB head of regulatory affairs Nick Stringer.
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