ChoiceStream

The Network Advertising Initiative is unveiling a new tool that allows people who want to avoid behavioral targeting to permanently preserve their opt-out cookies. Currently, Web users who don’t want to receive targeted ads can opt out via cookies. But those cookies have notoriously short lives -- often because users who want to avoid tracking frequently delete all of their cookies, including the opt-out cookies. Once the opt-out cookies disappear, behavioral targeting companies revert to tracking users and serving them targeted ads. The new NAI Consumer Opt-Out Protector, preserves the cookies that opt out of behavioral targeting by NAI members even when consumers attempt to delete all of their cookies. Read the full article