The Network Advertising Initiative and the Digital Advertising Alliance have released a beta version of a new opt-out tool for interest-based advertising online. The tool is intended to provide a way for consumers to opt out of both cookie-based and non-cookie based technologies. For those who are used to checking if third parties participate in the opt-out program offered by the DAA, the link remains the same: www.aboutads.info/choices. The look, now that the new tool is in place, is slightly updated. This tool addresses the need, under both the self-regulatory program and based on FTC expectations, to provide consumers with the ability to opt out of interest based advertising.

TIP: This announcement is a reminder for companies that engage in online behavioral advertising to review third party vendors to understand both how their tracking technologies work, as well as how consumers can exercise choice.