October 1st, 2012

Industry Group Calls Out Kia for Not Disclosing Behavioral Ads

By Cotton Delo
Advertising Age

The advertising self-regulatory body charged with policing behaviorally targeted ads today issued its first decision against a major advertiser, Kia, for a campaign that failed to comply with the industry’s guidelines.

The Online Interest-Based Advertising Accountability Program’s decision also named Kia’s media agency, Initiative; ad server, Microsoft Atlas; and ad networks, Specific Media and Rocket Fuel; indicating that every party involved in creating an ad campaign must comply with industry rules.

Kia’s online ads did not contain an AdChoices icon—the small blue triangle developed by the Digital Advertising Alliance, an ad industry group. The icon is linked to information on how a consumer’s browsing history is being used to target ads and offers users the option to opt out of such tracking. As part of the industry’s commitment to self-regulation, advertisers are supposed to ensure that all their ads using third-party data for targeting display the icon.

Read more: http://adage.com/article/digital/industry-group-cites-kia-disclosing-behavioral-ads/237513/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+AdvertisingAge/LatestNews+%28Advertising+Age+-+Latest+News%29&utm_content=Google+Reader

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