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Opt-Out of online behavioral advertising

The Network Advertising Initiative Opt-Out Tool was developed for the express purpose of allowing consumers to "opt out" of the behavioral advertising delivered by NAI member companies.

The companies that provide advertising for Websites typically gather data about consumers who view their ads. Often, that data is anonymous - linked only to a numbered "cookie" on a user's computer (a cookie is a small file of data that is stored by websites on your computer through your web browser). Advertising networks collect and analyze this data to make a variety of inferences about each consumer's interests and preferences. The result is a profile that attempts to predict the individual consumer's tastes, needs, and purchasing habits. That profile enables the advertising companies' computers to make split-second decisions about how to deliver ads directly targeted to the consumer's specific interests. The Network Advertising Initiative (NAI) refers to this practice as "Online Behavioral Advertising" or "OBA."

These third-party advertising companies employ cookie and 1x1 pixel.gif (web beacon) technology to measure and improve the effectiveness of ads for their clients. To do so, these companies may use anonymous information about your visits to many websites. This information can include: date/time of banner ad shown, their cookie, and IP address among the data that is collected. This information can also be used for online preference marketing purposes. Information about your visits to such Web sites may be used to provide ads about goods and services of interest to you (or that they think are of interest to you based on your past web browsing).

Using the Opt-Out Tool, you can examine your computer to identify those member companies that have placed an advertising cookie file on your computer. To opt out of an NAI member's behavioral advertising program, simply check the box that corresponds to the company from which you wish to opt out. Alternatively, you can check the box labeled "Select All" and each member's opt-out box will be checked for you. Next click the "Submit" button. The Tool will automatically replace the specified advertising cookie(s) and verify your opt-out status.

Opting out of a network does not mean you will no longer receive online advertising. It does mean that the network from which you opted out will no longer deliver ads tailored to your Web preferences and usage patterns.

The opt-outs are specific to every browser so you must run the tool for every browser you use. The opt-outs will only remain in effect as long as the opt-out cookies it places into your browser's storage still exist. So if you get a new computer, uninstall your browser or delete all the browser cookies, you will have to run the Opt-Out Tool again.

Network Advertising Initiative Opt-Out Tool |  FAQ

Category: Consumer Tips
Posted on January 12, 2012 at 09:33 AM | Permalink