Want To Opt Out Of Behavioral Ads? AOL Says It Is Your Choice

Oct 31, 2007 at 8:44am ET by Barry Schwartz

AOL Will Let Consumers Opt Out of Targeted Ads from the Wall Street Journal reports that AOL will announce today a new tool that will enable AOL users to opt out of targeted or personalized ads. (NOTE: The AOL announcement is now live).

AOL has behavioral ad technology that stores consumer’s preferences and then tailors ads based on the sites’ users’ visits. AOL is expected to announce a system that will give these users the ability to opt out of those ads.

The Wall Street Journal says AOL most likely timed this announcement to pre-empt the Federal Trade Commission meeting tomorrow on “consumer-protection issues related to online advertising.”

Some more recent related articles on Internet privacy:

Online Marketers Joining Internet Privacy Efforts from the New York Times
Privacy Groups Propose Do-Not-Track List from Ad Age

See also related discussion on Techmeme.

Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.

See more articles by Barry Schwartz >

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