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    MediaPost: Industry Coalition Bows Self-Regulation Info Web Site, Readies New Trade Organization

    MediaPost reports that “the Interactive Advertising Bureau and other advertising groups behind the industry’s self-regulatory privacy initiative are getting ready to officially launch a new trade organization.”

    The new group has already created the Web site, which will offer information related to the industry’s self-regulatory efforts. Members of the organization — called the Digital Advertising Alliance, according to the new site — include the IAB, American Association of Advertising Agencies, American Advertising Federation, Association of National Advertisers, Better Business Bureau, Direct Marketing Association and Network Advertising Initiative. The new organization has applied for tax-exempt business league status.

    Icons to signify behavioral advertising — or serving ads based on people’s Web activity — also are expected to go live soon. Those icons consist of an i inside a triangle turned on its side to resemble a play button. They are slightly different from the prototype unveiled earlier this year, of an i inside an open circle. […]

    Start-up Better Advertising was tapped by the National Advertising Review Council to help monitor compliance with privacy principles developed by the trade groups. Those principles generally require companies to provide prominent notice to consumers about online ad targeting and allow them to opt out, but in some cases the principles call for opt-in consent. Companies that are deemed in compliance with the principles will be able to license the icon for use in their ads.

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