AOL To Let Users Block Targeted Ads

As consumer groups advocate the creation of a federal "Do Not Track" list, AOL announces it will Web users ways to opt out of targeted Web advertising.

Even as consumer groups petition the federal government for the creation of a “Do Not Track” list which would enable Internet users to choose not to have their Web usage and online activities monitored so advertising networks can serve up “more relevant” targeted advertising, online giant AOL has announced it will offer ways for Internet users to opt-out of targeted Web advertising from its services. The service will be built on opt-out technology AOL acquired with online advertising firm Tacoda, which can remember a user’s choice to opt-out of targeted advertising even if they lose or delete their “opt-out cookie.”

AOL will run “millions” of banner ads informing Web users about the program; by the end of 2007, AOL anticipated the information ads will extend across AOL’s entire display ad program, while the company claims reaches more than 91 percent of U.S. online consumers on a range of over 7,000 Web sites. The ads will tell consumers how to block targeted advertising from AOL’s ad networks.

AOL controls Advertising.com, as well as Tacoda’s third-party advertising networks.

“Our goal with this program is to engender greater trust for targeted advertising by communicating with consumers in a more visible way, and by providing them more information about their choices,” said Curt Viebranz, President of Platform-A. “AOL believes that doing more to explain to users the choices they have over the way their data is used, and helping them exercise those preferences will help them feel more in control.”

AOL will be “presenting its views” on targeted advertising at the Federal Trade Commission’s “Ehavioral Advertising” town hall event.