IAB Rolls Out Ad Targeting Awareness Campaign

In the UK, the Internet Advertising Bureau (IAB) has launched a new campaign to raise awareness of consumers' choice regarding online targeted advertising.

IAB's 'unzipped' campaign has been designed by Mediacom to boost consumer awareness and understanding of online interest-based or behavioural advertising. The campaign features a zip with statements such as 'How do web sites know which adverts suit your interests?' and 'Find out what goes on behind the ads you see online', and opens to reveal the blue triangular AdChoices icon, which is part of a pan-European self-regulatory initiative to give consumers more transparency and control over targeted online ads.

When the unzipped ad is clicked, it links to a landing page explaining the role of online advertising and how privacy can be safeguarded. The landing page also features a video explaining the role of interest-based advertising.

Nick Stringer, IAB UK's Director of Regulatory Affairs, explains: 'The ultimate aim of the campaign is that, by giving people better information and more control, they make more informed decisions. It also enables relevant advertising to support innovation on the Internet which helps provide the ever-increasing range of online services people rely on so heavily in their daily lives.'

Web site: www.iabuk.net .