Are you compliant? Online behavioural advertising in Canada, the U.S., and Europe. Online behavioural advertising (OBA) has become a hot topic for social media and Internet advertisers over the last few years, and compliance with both legal and self-regulatory regimes has never been more important.
Simply put, OBA is the practice of tracking the activity of an Internet user across multiple websites in order to serve them ads that correspond with their inferred interests or preferences. The practice raises complex questions about privacy, the protection of personal information, and the transparency of Internet operators and advertisers. Online behavior tracking and privacy: 7 worst-case scenarios. If you've never been targeted by an ad because of your online behavior, then you're probably not paying attention.
More than 80 percent of advertising campaigns in 2009 involved tracking of some sort Privacy advocates argue that online tracking undermines citizen rights and is "Big-Brotherish" Concerns were part of what led the FTC to release a report last February (Mashable) -- If you've never been targeted by an ad because of your online behavior, then you're probably just not paying much attention. According to an informal survey by the Interactive Advertising Bureau (IAB), more than 80 percent of advertising campaigns in 2009 involved tracking of some sort.