Marketing groups announce behavioral advertising identifier

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New York—Furthering industry efforts to ward off government regulation of behavioral online advertising, a coalition of marketing associations Wednesday unveiled a distinctive icon that will be displayed with ads that appear based on viewers' previous online activities.

The American Association of Advertising Agencies, Association of National Advertisers, Council of Better Business Bureaus, Direct Marketing Association and Interactive Advertising Bureau announced the icon, a lowercase “i” with a circle around it, placed against a blue background. When the icon is clicked on, a page will appear explaining how the advertiser used the viewer's online history and demographic information when serving up particular ads.

The icon is expected to begin appearing by midyear, with phrases such as, “Why did I get this ad?”

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