New guidelines on behavioural ads

Trades body draws up code of practice for targeted online advertisements. The online advertising industry has launched a set of guidelines for a genre of adverts that have been causing controversy. The code of practice drawn up by the Internet Advertising Bureau looks specifically at behavioural advertising. This form of advertising delivers ads based on people's browsing activity and is therefore far more targeted. UK ISP BT is planning to roll out such advertising developed by US firm Phorm. The guidelines which have been signed by key players including Phorm, AOL, Google, Microsoft and Yahoo. more