AOL will allow users to opt out of targeted ads


AOL announced it will give consumers enhanced notice and info about behaviorally targeted advertising. When fully implemented, a new program will deliver millions of public service banner ads across AOL’s O&O and third-party networks. The move is timed to coincide with FTC meetings on consumer-protection issues related to online advertising, which starts today.

"Our goal with this program is to engender greater trust for targeted advertising by communicating with consumers in a more visible way, and by providing them more information about their choices," said Curt Viebranz, President of Platform-A. "AOL believes that doing more to explain to users the choices they have over the way their data is used, and helping them exercise those preferences will help them feel more in control."

Banner ads providing enhanced notice and choice are already appearing on sites in the TACODA network. When fully implemented by the end of this year, the program will extend to AOL’s entire display advertising network by the end of 2007. AOL’s display ad network is the largest in the world, with a combined reach of more than 91% of online consumers in the U.S. across more than 7,000 websites. The network includes AOL’s owned-and-operated sites as well as’s and TACODA’s third-party networks.