Online Marketers Joining Internet Privacy Efforts - New York Times

[David Farber <dave () farber net>]

By LOUISE STORY
Published: October 31, 2007
Most consumers are familiar with do-not-call lists, which are meant to  
keep telemarketers from phoning them. Soon people will be able to sign  
up for do-not-track lists, which will help shield their Web surfing  
habits from the prying eyes of marketers.

Such lists will not reduce the number of ads that people see online,  
but they will prevent advertisers from using their online meanderings  
to deliver specific ad pitches to them.

Today the AOL division of Time Warner will announce a service of this  
type, which will be up and running by the end of the year. Other  
programs are likely to be articulated soon, as online advertisers  
prepare for a two-day forum on privacy to be held by the Federal Trade  
Commission.

AOL says it is setting up a new Web site that will link consumers  
directly to opt-out lists run by the largest advertising networks. The  
site’s technology will ensure that people’s preferences are not erased  
later.

There is a silver lining for marketers, however: the AOL site will try  
to persuade people that they should choose to share some personal data  
in order to get pitches for products they might like. Most Web sites,  
including AOL, already collect data about users to send them specific  
ads — but AOL is choosing to become more open about the practice and  
will run advertisements about it in coming months.

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