DAA Revamps Behavioral Targeting Opt-Out Mechanism

The self-regulatory privacy organization Digital Advertising Alliance on Wednesday plans to unveil a downloadable browser extension that will enable people to opt out of receiving behaviorally targeted ads — meaning ads selected for web users based on their activity across sites or apps.

The tool, which is still undergoing testing, initially will be compatible with the four largest browsers — Google’s Chrome, Mozilla’s Firefox, Microsoft’s Edge and Apple’s Safari. The new mechanism eventually will also give users the choice between rejecting all behavioral targeting, or accepting targeted ads in certain categories — such as automotive, travel or pets.
more at: https://www.mediapost.com/publications/article/396763/daa-revamps-behavioral-targeting-opt-out-mechanism.html

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