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Growing Interest in Self-Regulatory Program

BEHAVIORAL TARGETING—U.S.

June 8, 2011

The Digital Advertising Alliance (DAA), a coalition of advertising trade associations, says that more companies are adhering to its self-regulatory program for behavioral targeting, AdAge reports. Currently, there are 98 companies that have adopted the program and, according to DAA Managing Director Peter Kosmala, CIPP, the coalition is "seeing tremendous interest from advertisers, ad agencies and ad networks." The program includes an icon on participating websites, which notifies users that the ad was generated from behavioral targeting and allows them to opt out. The program's icons are also appearing in political and advocacy group advertisements, ClickZ reports. The FTC's David Vladek says that his agency will be reviewing the self-regulatory program in the next few months.
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