Enter to open, tab to navigate, enter to select
Network Advertising Initiative Releases New Privacy Guidance for Ad Technology
Practical Law Legal Update 3-614-1907 (Approx. 3 pages)
Network Advertising Initiative Releases New Privacy Guidance for Ad Technology
by Practical Law Intellectual Property & Technology
| Published on 22 May 2015 • USA (National/Federal) |
The Network Advertising Initiative (NAI) released new privacy guidance requiring online ad tech companies that track consumers with digital fingerprints or other non-traditional cookie technology to disclose their methods.
On May 18, 2015, the National Advertising Initiative (NAI) issued Guidance for NAI Members: Use of Non-Cookie Technologies for Interest-Based Advertising Consistent with the NAI Code of Conduct(Guidance) for NAI members' use of non-cookie technologies, like digital fingerprinting, for Interest-Based Advertising (IBA) and Ad Delivery and Reporting (ADR). Some of the Guidance's new policies and procedures require that NAI members using non-cookie technologies:
- Tell publishing partners to notify consumers about non-cookie tracking technology.
- Implement a consumer-facing transparency mechanism when using non-cookie technologies that cannot be viewed or modified using native browser control.
- Provide consumers an opt-out mechanism that ensures data collected using non-cookie technologies are not used for IBA after the consumer opts out.
The Guidance takes effect upon publication to the NAI membership. NAI members will have time to implement the new policies and procedures to comply with the Guidance. During this implementation period, NAI members may use non-cookie tracking technologies for IBA and ADR, provided they follow the Guidance. The opt-out mechanism will become effective after the NAI completes testing and integrating its new tool into NAI's central industry opt-out page.