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NAI Issues Privacy Guidelines for Digital Fingerprinting, Other Non-Cookie Ad Technology

Online ad tech companies that track consumers with digital fingerprints or other methods beyond traditional cookies must disclose their use of “non-cookie technology,” the self-regulatory group Network Advertising Initiative says in new guidance. The NAI also says that its members must tell their publishing partners — that is, the operators of Web sites where data is collected — to notify consumers about non-cookie tracking technology.

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