IAB chief warns of ad regulation on the horizon

02/25/2010 | MediaPost Communications

Proposed regulations governing behavioral targeting online could result in the regulation of as much as 70% of all online display ads, IAB chief executive Randall Rothenberg told the IAB Annual Leadership Meeting, taking place this week in Carlsbad, Calif. Proposals to require opt-in for all third-party ad placements or consent for all local ads "have targeted the very technologies that underline our value proposition: The ability to deliver relevant information and entertainment to consumers who want it," he said.

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