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Tag Archives: behavioural targeting
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.
OFT is to investigate ecommerce and behavioural targeting
The Office of Fair Trading (OFT), the UK consumer protection watchdog, has indicated that it will investigate internet advertising techniques and online pricing tactics that mislead consumers.
As part of its brief it will also include price comparison sites and the increasing application of behavioural targeting in relation to online advertising.
An outcome of the investigation could result in an industry code of practice on advertising and pricing if the OFT finds significant evidence of misleading, unfair or unethical behaviour being employed by online retailers.