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Google, Microsoft, Yahoo! agreed to IAB’s guidelines

The Internet Advertising Bureau (IAB) has launched a code of practice for targeted online advertising services that track users browsing habits in a bid to display personalised adverts. Tech companies AOL, Google, Microsoft and Yahoo are among the firms that agreed to the Good Practice Principles, along with controversial targeted advertising system Phorm.

By signing the self-regulatory code of practice, the tech firms have agreed to inform the consumer they are collecting data regarding their online activities, as well as offer the ability for the web user to decline to take part. The guidelines also require companies to educate consumers about the use of their data and how to opt-out.

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