New York
– With support from major ad firms WPP, Publicis, Havas, Interpublic and
Omnicom, a dozen large marketers plan to test a new system that will let
consumers see how online ads were behaviorally targeted to them, and allow them
to opt out of such targeting, AdAge reported.

The Better Advertising system, to
be tested by marketers including AT&T, American Express and Microsoft, will
see a "power eye" affixed to online ads.

Consumers mouse over the
eye, and are shown all of the data that was used to target the ad, and given an
opt-out mechanism to block such targeting of their Web surfing behaviors.

people start to opt out it makes our targeting less effective and it becomes
more challenging to sell to people," Steve Governale, executive director
of digital marketing at AT&T, told AdAge.

"But, long-term,
transparency can only do us good."


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