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ARTICLE · 17 MARCH 2009

Previous Phorm?

MacRoberts
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The Internet Advertising Bureau (IAB) have published a new set of Good Practice Principles in relation to Behavioural Advertising, an increasingly popular way of targeting advertising to internet users.

United KingdomMedia, Telecoms, IT, Entertainment
David Flint
David Flint
Valerie Surgenor
Valerie Surgenor
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The Internet Advertising Bureau (IAB) have published a new set of Good Practice Principles in relation to Behavioural Advertising, an increasingly popular way of targeting advertising to internet users.

Behavioural Advertising is where information relating to internet browser activity is used to target relevant adverts to potentially interested individuals based on what they have been viewing on the internet.

This so called web tracking software is becoming more and more mainstream, with high-profile organisations such as BT, in partnership with US firm Phorm, bringing in this method of advertising, there has been some concern that collecting and using such information will breach data protection laws.

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