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BtoB

AT&T, Verizon, Time Warner pledge to seek opt-ins for behaviorally targeted ads

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Washington, D.C.—Three major Internet service providers have promised a Senate committee that they will refrain from tracking customer Web behavior for advertising purposes unless they receive specific opt-in permission from customers to do so.

AT&T, Verizon and Time Warner Cable told the Senate Commerce, Science and Transportation Committee they would cease behavioral targeting without viewer permission. This is in contrast to the usual industry practice of supplying behavioral-based advertisements in a largely invisible manner.

Microsoft and Google, among others, have espoused the opt-out model, whereby ads are delivered automatically unless a viewer specifies otherwise.

—Christopher Hosford

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