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.
- Different from Contextual or “First Party” Advertising. IBA does not include “first party advertising,” in which no data is shared with third parties, or contextual advertising, where an ad is based on a single visit to a web page or a single search query.
- It does not include ad reporting, the collection or use of information for statistical reporting, Web analytics/analysis and advertising metrics.
- IBA Examples. Imagine that you are online and you visit five different sports websites and then a news website. You might see a sports ad on the news site, even though you’re reading about fashion. You’re served that ad because your online behavior suggests you’re interested in sports. Or imagine that you are shopping for a birthday gift for your husband, a Star Trek fan. One month after his birthday, you might get ads about Star Trek served on your computer when you sign on.