Opt Out Is Good But Opt In Is Better

Yahooligans will soon be able to opt out of “customized advertising” on Yahoo.com.
Yahoo! announced the new opt-out capability as part of its response to a Congressional inquiry about customization sent to 33 companies from the House Energy and Commerce Committee.
Stephanie Clifford of The New York Times notes that Yahoo already allows users to opt out of customized ads that it serves on other companies’ pages. This tweak would stop the company from serving ads based on a user’s behavior on Yahoo’s own pages.
According to c|net, the news comes one day after Google announced the addition of DoubleClick ad tracking across its sites with an opt-out capability for users.
Jeff Chester, executive director of the Center for Digital Democracy, said, “No one is saying that there can’t be targeted marketing, but individual users should have the right to decide what information can be collected and how it can be used for online targeting.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.