Dive summary:
- Genie Barton, VP and director of the Council of Better Business Bureaus' online behavioral advertising and mobile marketing initiatives, is the enforcer of the bureaus' Digital Advertising Alliance’s AdChoices program.
- The program requires brands to place a small blue triangle icon on all ads; when clicked on, the icon sends users to a page where they can opt out of targeted ads.
- According to Barton, 28% of people recognize the blue symbol and understand its meaning; this is higher than the amount of people who know who their congressman is.
From the article:
"What do you say to those lawmakers who insist advertisers can’t police themselves?
The industry isn’t just policing itself. It has called on an independent third party under the Better Business Bureau, and we’re backstopped by regulatory authority. If companies don’t participate, we can refer a case to the FTC. "
