Our friends over at the Future of Privacy Forum just announced that the cross-industry Coalition adopted their icon, known as the "Power I", as a standard way for companies to disclose to consumers that an ad is using behavioral data. As I mentioned in our first post, this is the completion of the second of the three pieces of the puzzle in making self-regulation work. The third is the outcome of the RFP process that is being led by NARC. We hope to play a significant role in an effective accountability program that makes self-regulation a success. As Future of Privacy Forum Advisory Board members, we've been involved and are fully supportive of this effort. We're going to serve these icons on behalf of our clients and deliver the information that comes when a user interacts with them. We've created a robust experience to deliver transparency into how a consumer got a particular ad, and to give consumers choice as to whether they receive targeted ads. That's important because the icons do not give notice and choice by themselves. The New York Times article has a quote from Maneesha Mithal, the associate director for the division of privacy and identity protection at the Federal Trade Commission that highlights one of the many ways Better Advertising will support making self-regulation a success.
“We support industry efforts to develop a consistent symbol and message that would help educate consumers about online advertising,” Ms. Mithal said in an e-mail message. “We hope they will share data, such as click-through and opt-out rates, that will inform the debate.”Clients who use Better Advertising's Assurance Platform will have access to exactly this type of data. And, Better Advertising will be able to share that data in aggregate to illustrate how well consumers are engaging with forms of advanced notice like the Icon. We're looking forward to playing a leading role in sharing best practices to continually make behavioral advertising more transparent and valuable to consumers. We'd love to get your comments or hear from you on Twitter @betterads or leave us a comment.