The Direct Marketing Association, the trade group overseeing the online ad industry’s self-regulatory regime, is officially enforcing compliance with the online ad icon program. The organization believes the program, developed in conjunction with several trade groups under the Digital Advertising Alliance umbrella, qualifies as a do-not-track system. Violators could be publicly exposed.
The DMA will now require its members to include the ad icon in online ads targeted through behavioral data. The icon links to information about how the ad was delivered and allows people to click to opt-out from behavioral targeting.
Read the entire article at ClickZ.