OBA is a form of targeted advertising. It involves the collection of information from a computer’s web browser, for example Internet Explorer, Chrome and Firefox, about web viewing behaviour so that it can be used to deliver online advertisements that are more likely to be of interest to the user of that computer.
New advertising rules that provide the public with notice of, and control over, online behavioural advertising (OBA) come into effect on the 4 February 2013.
These rules require ad networks delivering behaviourally targeted ads to make clear they are doing so. Most are likely to do that through an icon in the corner of online ads. They must also allow consumers to exercise control over receiving targeted ads by providing an opt-out tool.
Gavin Bryan-Tansley Owner Vid-FX+
