Last month, the Network Advertising Initiative (NAI)—a coalition of more than 80 leading online marketing companies—released its 2011 annual report reviewing efforts in online advertising self-regulation. In the annual report, which is required by the NAI’s self-regulatory Code of Conduct for Online Behavioral Advertising (OBA), the NAI reviewed the practices of member companies with regards to the collection, use and disclosure of data for OBA purposes.
The report identified a high level of compliance among member companies and concluded that industry self-regulatory guidelines have increased transparency and consumer understanding of OBA. Visits to the NAI website increased by 200%, with nearly 8.5 million unique visits. Of those visitors, approximately 840,000 used the NAI’s opt-out tool and nearly 2.5 million visitors went to the educational portion of the site.