TACODA is also shortening the life of all its tracking cookies to one year, unusual in an industry that typically tracks customer behavior using cookie text files that last anywhere from three to twenty years. The company is also developing technology to determine which customers have opted out of the system and to refrain from targeting ads that contain sensitive user data like sexual preference, medical conditions or data that can be used to identify children.
"The protection of consumer privacy and the principles of relevancy, transparency, and choice have been hallmarks of TACODA's business since its founding more than five years ago," said CEO Curt Viebranz in a statement. "TACODA Audience Networks™ only uses anonymous, non-personally identifiable information. Its use of third party cookies in targeting is disclosed in the privacy policies on both its own web site as well as the web sites of its publisher partners. It permits consumers to opt-out of its cookies at any time as part of its membership and compliance with the Network Advertising Initiative (NAI) Guidelines that have been endorsed by the Federal Trade Commission."
Also this week, the FTC meets in Washington D.C. to discuss online marketing and advertising technology.
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