US trade bodies adopt badge scheme

It’s almost an everyday occurence now for consumers visiting web sites to have ads displayed that are selected based on their previous online habits, including data from websites and services they have visited.

Behavioural targeting of advertising works on the principle that when you click on any displayed ad you are expressing an interest in the target content. That interest is recorded either locally by a cookie entry or by the adserver so that similar content can be pushed to you when next visiting ad supported sites.

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