BtoB guarantees privacy

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Mokena, said Friday that it will collect no data from Internet ``cookies,'' the code planted on browsers to track surfing habits. The Mokena, Ill.-based ad network said it would use only opt-in e-mail advertising. The move comes on the heels of a Federal Trade Commission inquiry of DoubleClick's advertising practice and amid speculation that FTC consumer fraud bureau head Jodie Bernstein will lead a federal effort to regulate Internet advertising practices. PennMedia is capable of making such a move because its business focuses on e-mail advertising to 16 million people who have voluntarily subscribed to one of 380 different newsletters. Others in the space, including DoubleClick, 24/7 Media and Adsmart have built significant portions of their business around profiling.
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