Beginning this week, dozens of major companies will "pull the veil off their Web ads," Advertising Age reports, with the first trial of a self-regulation plan aimed at staving off government regulation while giving consumers added control over targeted advertising. The new system, one of several competing to win the support of advertising industry coalitions and the Council of Better Business Bureaus, will only apply to ads that use data from third parties. The self-regulatory approach features a "power eye" icon included with ads. When consumers access the icon, they "get a view of all the data that was used to target the ad, as well as the option to opt out of future targeting by those companies," the report states. (Registration may be required to access this story.)
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