Inside 1to1:Privacy

AdChoices adoption uneven

April 15, 2011

A Carnegie Mellon University study explores the adoption of the Network Advertising Initiative's (NAI) behavioral targeting opt-out program, AdChoices, finding inconsistencies in adoption, presentation and compliance. The study analyzed the "policies and practices" of 66 NAI members and "how they presented their policies and opt-out options across advertisements on the 100 most popular U.S. Web sites," reports Internet Retailer, finding that

  • 35% of NAI members provide a "clear, meaningful and prominent link" on pages with behaviorally targeted ads    
  • 83% of NAI members fulfill the Digital Advertising Alliance's privacy notice requirement, i.e., a privacy policy that describes its action
  • 88% of NAI members provide a definition of opt out, but definitions vary

The Digital Advertising Alliance (DAA), whose rules NAI members are required to follow, launched AdChoices last fall, the report states. "Although we have observed an increasing rate of compliance, overall compliance has been slow," says the DAA. The program was developed to stave off federal regulation of online behavioral advertising. 

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