BlueKai Extends Registry to Pubs
ADOTAS – It’s just a bill, it’s just a bill, though thanks to the Internet it’s gone farther than Capitol Hill. When Rep. Rick Boucher unleashed the draft version of his Internet privacy bill on a public freaked out by online behavioral targeting and an interactive advertising industry scared stiff by the thought of unruly regulation, the proposed legislation was met by condemnation on the industry side and incredulity by consumer advocates.
Still, the companies caught in the middle were desperate to add transparency to their services lest they further scare the public or irk big government. Most recently data auctioneer BlueKai has developed a white-label version of its registry to let publishers offer visitors control over what data is collected and sold or to opt out completely.
The white-label version is an expansion of BlueKai’s registry, which was developed two years ago to allow consumers to edit what data BlueKai buys and sells as well as opt completely. Currently BlueKai is rolling out the white-label version for all its customers but the company hopes to support all publishers and marketers in the near future.
The development of the white-label version comes after BlueKai designed the National Advertising Initiative’s consumer opt-out protector, released in November.
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