Interest-Based Advertising (IBA) refers to the collection of information about online activities and Web viewing behaviors, over time and across non-affiliate websites, to deliver tailored ads. In a nutshell, IBA allows companies to match ads to a consumer’s interests, determined over time.
Be transparent about your information collection and use practices for IBA purposes and allow consumer control over those practices. How?
If your company collects, stores and/or uses consumer information for behavioral advertising, provide reasonable security to protect that information, and retain the information only as long as it is needed for a legitimate business or law enforcement purpose. Consistent with DMA Guidelines:
DMA Guidelines require that a company keep its privacy promises, even if it decides to change its policies at a later date. For example, if consumers have signed up for a service with the knowledge that data about their online behavior is going to be used in a specific way, then a company should ensure that data is used only in the manner to which the consumers agreed — or offer notice and choice if the company’s policy changes materially.
Information collected from children and used for Interest-Based Advertising warrants heightened protection, as does certain health and financial data when attributable to a specific individual. Children’s, health and financial account information are regulated extensively under the Children’s Online Privacy Protection Act, the Health Insurance Portability and Accountability Act and the Gramm-Leach-Bliley Act, respectively. All marketers are encouraged to review these legal requirements to ensure compliance. And all companies that collect sensitive data about consumers should obtain express consent from individuals to collect this data.