NAI: Ad Networks Still Need Opt-In Consent For Names, Email Addresses

For the first time in five years, the self-regulatory group Network Advertising Initiative is updating its code of conduct. At first glance, despite some minor tweaks, the new proposed privacy rules don’t appear all that different from the old ones. Generally, the organization still says ad networks (as well as exchanges, demand-side platforms and other third-party ad companies) that engage in behavioral targeting must obtain users’ opt-in consent before collecting “personally identifiable information,” as well as sensitive information. The group also says that ad networks (and other third parties) should allow people to opt out of receiving ads based on their non-personally identifiable information. As with the previous rules, the new proposed code still requires NAI members to obtain members’ opt-in consent before merging PII and non-PII.