FTC Releases Behavioral Advertising Guidelines
The agency recommends that companies that track consumers’ online activities provide an opt-out option.
Although the Federal Trade Commission did not discuss privacy issues in its approval of the $3.1 billion Google-DoubleClick merger, the agency still has plenty to say to the advertising community about data collection and consumer privacy.
In hopes of setting the pace for a self-regulatory privacy regime for companies that track consumer online activities, the FTC Dec. 20 released a set of proposed principles for companies like Google, Yahoo and MSN that track consumers’ online activities.
Known as behavioral advertising, the practice includes tracking and storing searches the consumer has conducted, Web pages visited and content viewed. The collected information is used to deliver advertising targeted to the individual consumer’s interests.
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