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Imagine this situation: A young man or woman searches on his computer in the privacy of his home for information about sexual orientation or coming out as gay. Hours or days later, he receives ads for gay-related products or services while surfing on totally unrelated websites. Maybe this happens while at school, in the office or when sharing his computer with family members. Recent developments in cross-device tracking mean that ads for gay events or venues could surface not only on his home computer where he originally searched for the information, but on his work laptop or tablet.
Any person—young, old, male, female, gay or straight—should be able to search for valuable information about sexual orientation without fear that interest-based advertisements IBA with gay themes will pop up on unrelated music sites, news sites, streaming video sites and commerce sites. This is not only my personal opinion; it is the view of nearly of the most responsible companies in online advertising today. Advertising, including IBA, provides the foundation for a thriving and diverse market of ad-supported free content and services.
The companies that enable IBA must also uphold and preserve consumer trust. NAI members who enable IBA and other forms of digital advertising understand that some information is sensitive and requires a different set of standards. This includes health data as well as data about sexual orientation. The free, diverse, ad-supported global Internet has important resources and information on these sensitive subjects. The worst outcome would be creating disincentives for people to use these resources because of fears of online ads on sensitive topics.
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NAI believes in leading by example. Our most recent update to the Code made a significant, yet little-noticed change, which marks an important milestone for consumer privacy. In the Code update, NAI expanded the definition of sensitive information to include sexual orientation.
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Opt-in consent means what you think it means—in order for a browser or device to be associated with an audience segment that presumes an interest in LGBT products, issues or services—an individual must take an affirmative step or provide consent. This change does not prevent advertising online to the LGBT community.
Search, display, contextual, email marketing and other forms of reaching LGBT consumers with online ads are still available and critically important both for the consumer and to the online ecosystem. For example, when a consumer is reading an online website directed to members of the LGBT community, companies can advertise on those websites.
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Also, if, for example, there is a New York Times article about LGBT bed and breakfasts in the travel section, contextual ads displayed on the page are always an option. These are good things for both businesses and consumers. There is no U. The NAI Board of Directors, whose membership includes industry leaders from digital media companies, voluntarily voted 12 - 0 to make this change in the Code.
NAI members decided that expanding the definition of sensitive information to include sexual orientation and imposing new standards on themselves to prohibit this practice was the right thing to do for consumer trust and privacy. The fact is, if industry can demonstrate that we are responsible—that we acknowledge that some areas are sensitive and should not be the subject of IBA—then consumers will find more value in personalization and targeted advertising.
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