Five facts about online behavioural or interest-based advertising

Here are five facts about online behavioural or interest based advertising:

FACT 1:

Advertising helps fund a wide range of the content, services and applications online (often overlooked or not understood by policy makers and / or regulators). For example: search engines, helping us to navigate and explore a world of information online (and all at the click of a button), are advertising funded. Customised advertising (for example behavioural or interest based display advertising) seeks to make this more relevant to our interests, helping us to find what we are looking for.

FACT 2:

People prefer this – particularly if it gives them the content and services they want at little or no cost. IAB research found that over half the online UK population would prefer to see more relevant online advertising and an even higher proportion would prefer this if it allows them to enjoy this for little or no cost.

FACT 3:

The advertiser (or its contracted partner) does not know who you are or where you live. Interest based advertising is non-identifiable. If information collected is used with data that can identify you (eg registration data) the user is informed as required by strict data protection law. Good practice requires the provider to make the user aware of any data collection and use for this purpose and also make available ways for users to control this.

FACT 4:

There is no commercially live business in the UK practising behavioural or interest based advertising via (what is known as) deep packet inspection techniques. The Office of Fair Trading (OFT) recently concluded that “in the case of behavioural advertising based on deep packet inspection techniques…the Information Commissioner’s Office (ICO) considers that active opt-in is required to indicate consent”.

FACT 5:

You can also tailor privacy (and other) preferences via the web browser used to access the internet. Here are some helpful user tips.



And if you want to know more please visit http://www.youronlinechoices.com/ or download the IAB’s own guide at www.iabuk.net/behaviouraladvertising.html.

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