AOL to let users opt out of targeted Web ads
Time Warner’s AOL has announced a program that will allow consumers to opt out of targeted advertising based on their Web surfing habits.
So-called behaviorally targeted ads use cookies to keep track of where the user has visited online. The behavioral ad networks use these cookies to send targeted ads.
To create this opt out feature, AOL has revealed that it will use the technology developed by Tacoda, a behavioral targeting solutions company that AOL acquired earlier this year.
AOL said it is trying to protect the privacy of its users.
“Our goal with this program is to engender greater trust for targeted advertising by communicating with consumers in a more visible way, and by providing them more information about their choices,” said Curt Viebranz, president of AOL’s Platform-A.
“AOL believes that doing more to explain to users the choices they have over the way their data is used, and helping them exercise those preferences will help them feel more in control.”
AOL explained that its new opt-out technology will store users’ preferences that would remain in the computer even if the user chooses to delete his cookies. With stored preferences, behavioral targeted ads will be blocked if a user has opted out.
The company said it will launch an opt out information campaign via banner ads across its Web sites as well as other third-party Web sites where it sells ads.
The announcement comes days ahead of a US Federal Trade Commission meeting to address issues stemming from behavioral tracking of online activities.
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