Tweet Like - Network Advertising Initiative...advertising technologies and crucial opt-in policies backed by over 100 top ad tech companies. “In the health-related space, we have

ONLINE DATING

The Short Version: Founded in 2000, the Network Advertising Initiative(NAI)  promotes the health of the online ecosystem by maintaining andenforcing high ethical standards for data collection and use for advertisingonline and in mobile. NAI promotes responsible data collection andrequires optin consent by the consumer for the use of ‘sensitive data.’ Thenotforprofit organization boasts a membership of 100+ premier digitaladvertising companies, including Google, AddThis, Yahoo, and Microsoft.These adtech companies agree to comply with the NAI Codes of Conduct,selfregulatory principles that require NAI member companies to providenotice and choice with respect to targeted advertising, and impose a host ofsubstantive restrictions on NAI member companies’ collection, use, andtransfer of data used for these purposes. Through independent compliancereviews and a consumerfriendly optout tool, NAI holds adtechcompanies accountable and ensures greater transparency, trust, andprivacy online.

The internet merges public and private spaces. We feel like we’re alone on the web,even though our every keystroke is part of the public domain. Sometimes that leadsto uncomfortable situations for daters who want to compare prices for fuzzyhandcuffs or need to look up a suspicious rash in an unmentionable place — butdon’t want that information circulating online.

On a lonely night, you might wander into places you’re not proud of and browsewebsites you’d blush to look at in the harsh light of day. For couples who sharecomputers or devices, certain targeted ads can really blow your cover — and not

The Network Advertising Initiative (NAI) nsuresTop Ad Companies Don’t Collect Your ensitive

rowsing Information Without Consent

 Hayley Matthews • 6/05/17  Discuss This!

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just by revealing your Christmas shopping list. An ad for an abortion clinic, forexample, may not be something you want broadcasted on the sidebar of a website.Your browser history is your business, and you should be aware of where all thatdata is going.

The Network Advertising Initiative (NAI) recognizes the need for discretion as wellas personalization in online advertising. This groundbreaking organization seeks topromote consumer privacy and trust by creating and enforcing high standards forresponsible data collection and use in online advertising and in mobileenvironments among its members.

Since 2000, more than 100 companies have joined the organization’s mission touphold transparent practices in internet-based advertising. The group enforces itsCodes of Conduct to ensure that ad companies are meeting their commitment toself-regulate while helping consumers have a good experience with onlineadvertisements.

According to the site, “NAI members share a common vision of strong, industry-ledself-regulation to promote shared values among our industry members and fostertrust in the online advertising ecosystem.”

“We ensure our members have good practices based on our underlying principles ofnotice and choice. We go further in terms of regulating ads on sexual orientationand certain health conditions,” Anthony Matyjaszewski, Vice President ofCompliance and Membership, said. “That’s something that makes NAI stand out.”

We rely on the internet to give us the answer to any question, from “How do I get aguy to like me?” to “What are the symptoms of an STD?” However, daters may wantto think twice before conducting sensitive searches on the web — because thatinformation can be stored and used in online advertising.

NAI advocates for greater consumer awareness about how personal data collectionfor digital advertising is used by their members. To foster trust in the onlinelandscape, NAI encourages ad-tech companies to give consumers notice and choiceabout what information is gathered on them.

NAI’s membership includes top tech companies like Google and Yahoo.

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Through advanced technologies, NAI members companies help advertisers showrelevant ads — matching these ads with broad interest categories or groups like“shoe shoppers ages 20-30” or “shirt buyers in Virginia.” This is called Interest-Based Advertising or “IBA.” For NAI members, IBA is not about you as anidentifiable individual. They generally don’t collect names, email addresses, ortelephone numbers. Instead, NAI member companies make educated guesses aboutthe preferences and interests of consumers. Advertising to individuals based on thisinformation is a much more effective way to attract sales, though it brings up someprivacy issues. By advocating for responsible and transparent data collection, NAIreinforces a positive symbiotic relationship between advertisers and consumers.

Though some consumers may bet annoyed with ads, much of the free content weenjoy on the web is only there because of ads, which have grown increasingly adeptat targeting individual interests. Many tech-savvy companies now advertise byplacing consumers in an interest-based category or groups. Instead of sticking thead in one place and hoping the right people see it, modern advertisers find the rightpeople first and have a targeted ad show up wherever they are online.

This type of tailored ad is valuable to the shopper (because it highlights relevantproducts you may like), valuable to the advertiser (because it ups the likelihood of asale), and valuable to the site (because it generates revenue). Many blogs rely on adrevenue to support their content. Thanks to the ad ecosystem, websites don’t haveto be prominent to be profitable, and even small sites can afford to promote freecontent to users.

“A lot of the content you’re consuming is only there because it’s paid for by ads,”Anthony explained. “Essentially, targeted ads enable smaller niche contentproviders to thrive.”

Sometimes daters don’t want targeted ads from a certain brand following them onthe web and revealing private information. A closeted gay man or lesbian woman,for instance, may not want an ad for an LGBT dating app to pop up on his or herscreen in front of friends or family members who don’t know his or her orientation.People looking up a sensitive health condition, like an STD, undoubtedly would liketo have a say in who has access to that information.

NAI hosts an annual summit to discuss online marketing strategies with industry leaders.

Consumer Opt Out™ Keeps Your Private Affairs Out of Targeted Ads

NAI takes a strong position on sensitive information and believes such informationmerits higher obligations for Interest-Based Advertising (IBA). In its 2013 Codeupdate, NAI expanded the definition of sensitive information to include sexualorientation, meaning that its Code prohibits its member companies from creatingaudience segments or interest categories for IBA based on an individual’s status orperceived status as LGBT without obtaining prior opt-in consent from the user.That means an individual must take an affirmative step or provide consent for apersonal browser or device to be associated with an audience segment thatpresumes an interest in LBT products, issues, or services.

“There’s a presumption of anonymity when browsing the web, but that’s notalways the case,” Anthony said. “When a company collects data online, NAI ensuresthey’re doing things the right way.”

NAI members agree to uphold transparency in online advertising. NAI hasdeveloped practical tools as well as policies to give consumers more control overthe ads they see. The network’s newly developed Opt-Out tool is a manual check ontargeted ads from over 100 tech companies. Consumers can use this tool to find outwhich NAI member companies may be conducting Interest-Based Advertising,learn more about these companies’ privacy policies, and choose to opt out ofinterest-based advertising from these companies.

NAI’s Consumer Opt-Out tool empowers consumers to decide for themselves whichadvertisers can tailor their ads to your interests based on your online activity. Witha click of a button, you can opt out of tailored advertising technologies — includingnon-cookie tracking methods — conducted by more than 100 top companies. NAI-affiliated advertising companies will happily grant you the privacy you seek.Because no means no.

To help consumers maintain anonymity on the web, NAI constantly developsinnovative solutions for online advertising in an ethical way. “If you have a privateor sensitive issue, you may not want to get ads reflecting that,” Anthony noted.“To lessen the ad’s potential to cause embarrassment, advertisers in our networkcan require an opt in from users.”

Consumers go through a checklist of NAI members to opt in or out of internet-based advertising.

A Dnamic Young Team Conducts Regulator Compliance Reviews

NAI’s fair-minded team brings accountability to online advertising. Every year, theorganization conducts independent regulatory compliance reviews of its membersto ensure the ad-tech companies meet certain standards for fair and transparentpractices. The compliance staff works one-on-one with companies in need ofguidance on particular issues.

“We find the NAI annual compliance review process an essential part of our privacyprogram,” said Diana Olin, Senior Legal Counsel of YuMe, in a testimonial. “Thereview helps us apply the Code to our business.”

In the course of the review, the NAI team checks the contract language, opt-outpolicy, health-related targeting, and other advertising practices of its members.Anthony told us this young and dynamic team may come from diverse professionalbackgrounds, but they all feel passionate about making the internet a better placefor consumers and advertisers alike.

“It’s important for consumers to know that we’re people just like them,” he said.“We’re safeguarding privacy while ensuring ad companies can continue to provideinnovative services.”

Privacy on the internet is achievable if you take the proper precautions. Thatdoesn’t just mean locking your door or deleting your browser history — you have tobe aware and take control of what happens on the other side of the computerscreen. For starters, you can choose to opt out of Interest-Based Advertising usingNAI’s innovative and consumer friendly tools.

NAI educates consumers about the benefits of online advertising. We wouldn’t beable to enjoy free and open channels of information without ads helping webcreators turn a profit. NAI works to ensure that targeted advertising doesn’t revealprivate information based on a user’s browser history with guidelines foradvertising technologies and crucial opt-in policies backed by over 100 top ad techcompanies.

“In the health-related space, we have a lot to offer through our requirements,”Anthony told us. “The fact that a vast majority of the ecosystem participates in ourcompliance reviews helps protect consumers in that respect.”

“The compliance process is a priority for us because we know

that even the highest standards of selfregulation are

meaningless without an insistence on accountability.” — the

NAI 2015 Annual Compliance Report

“

NAI upports Transparenc for Advertisers & Privac for Users

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