Industry bodies to set rules for online behavioural targeting

Key advertising industry bodies are to come together to create industry guideliens on the fast growing practice of online behavioural targeting.

The group includes the Australian Association of National Advertisers (AANA), Australian Direct Marketing Association (ADMA), The Communications Council, Interactive Advertising Bureau (IAB), Internet Industry Association (IIA) and Media Federation of Australia (MFA).

The practice of online behavioural advertising generally involves the use of cookies to recognise the habits of online readers in order to serve them targeted advertising. A secondary market is also growing allowing potential advertisers to bid on those cookies. 

While supporters of the practice believe it can be in consumers’ interests to serve them more relevant ads, others claim that the behaviour can lead to an invasion of privacy.