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The Online Interest-Based Advertising Accountability Program regulates behavioral advertising across the Internet. Leading industry associations, along with BBB, developed seven principles which businesses are required to follow. |
- What is online behavorial advertising? OBA uses information collected across multiple unaffiliated web sites to predict a user's preferences and display ads most likely to interest consumers.
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- How is BBB involved? BBB is enforcing businesses' compliance with the principles.
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- What are the principles? The principles allow consumers more control over whether advertisers can use their information for targeted advertisements.
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- What kind of businesses are subject to the principles? Any organization that collects data on a non-affiliated website and/or uses that data for online advertising. Some examples are: ad networks, data aggregators, website publishers and advertisers.
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