In the US, two ad industry bodies are proposing advertisers place a clickable icon in adverts, to direct consumers to additional information about online behavioral advertising and the choices they have.
The new ‘CLEAR Ad Notice Technical Specifications’ (Control Links for Education and Advertising Responsibly), have been released by the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI).
CLEAR details how third-party media companies can provide information to consumers through an industry-standard set of metadata tags that are delivered along with behaviourally targeted ads.
Those metadata tags include details about which organization(s) served the ad, where to find their advertising policies and how to opt out of such targeting in the future.
‘Transparency and notice are critical to creating a safe and enjoyable consumer experience,’ stated Mike Zaneis, VP, Public Policy of the IAB. ‘These specifications will allow third-party ad servers to seamlessly integrate the icon so that consumers have access to more information when they are being served an ad based on their interests and behaviors.’
