Mediarun Search Marketing News

Behavioural advertising guide underlines self-regulation commitment

October 08th 2009

Universal Search Marketing News

The Internet Advertising Bureau (IAB) is seeking to improve industry knowledge of online behavioural advertising with the publication of new guidance.

Compiled in collaboration with technology firm AudienceScience, the guide is aimed at advertisers, search marketing agencies and publishers and will be published later this month.

Head of regulatory affairs for the IAB Nick Stringer underlined the importance of the new guide for the industry, six months after key signatories including Google, Microsoft and AOL agreed to the self-regulatory Good Practice Principles.

This has been accompanied by the launch of a new website, www.youronlinechoices.co.uk, providing consumers with the option of opting out of behavioural advertising and comes ahead of the appointment of an independent ABCe body responsible for verifying companies' compliance with the principles.

Mr Stringer added: "ABCe's independent verification will provide internet users, industry and government with greater assurance that industry takes concerns about privacy seriously and is working to address them via industry good practice to build greater trust in this practice."

The internet advertising industry continues to go from strength to strength, with the first half of 2009 seeing spending growth of 4.6 per cent to £1.75 billion, figures from the IAB and PricewaterhouseCoopers show.

Commenting on the growth of the sector, IAB chief executive Guy Phillipson underlined the growing importance of accountability and measurability across the industry.

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