26 September 2010

UK - Retargeting cookies should expire after 48 hours and ads should be labelled, says trade bod

(OUT-LAW News)
There should be a 48 hour limit on cookies used to send adverts to recent website visitors who left without making a purchase, trade body the Interactive Advertising Bureau (IAB) has said. Websites should be 'encouraged' to signal that the technology has been used, though neither measure is compulsory, according to a new code of conduct published by the IAB. The IAB has launched the code to govern ads based on 'behavioural retargeting', where companies advertise to users who have recently viewed their websites but not made a purchase.