Online Behavioral Advertising: A Checklist Of Practices That Impact Consumer Trust

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Executive Summary

In a time of uncertainty in the marketplace, we believe that businesses operating online have an opportunity to step forward to demonstrate responsibility. Businesses can assert leadership roles in defining self-regulatory standards around behavioral advertising data practices that promote transparency, meet consumer expectations for fairness and assist them in making informed choices when deciding whether to share information. The collection of data through behavioral advertising allows trusted companies to market to the actual interests of their customers and website visitors, benefiting consumers, enhancing their online experience, and increasing advertising revenue.

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