The centerpiece of the program is the "Advertising Option Icon" that will be placed next to or on the same page as ads that are targeted using a web visitor's past browsing history. Clicking on the icon will inform visitors why they are seeing a particular ad, and will allow them to opt-out of being tracked in the future.
“The goal of the program is to make Internet advertising more transparent and allow consumers to have a choice about the ads they receive,” said Ingis. “The public votes every day with their clicks, [and] this program is to make sure that is preserved and can be expanded responsibly.”
Many of the Internet's largest publishers, ad networks and third party data firms will participate in the program, including Google, Yahoo, AOL's Advertising.com, and Valueclick. Yet Ingis cautioned that this is only the first step in addressing the issues posed by behavioral advertising. “This is a big step forward in what’s going to be an ongoing dialogue for many years,” he said.
In addition to the Times, Ingis was also quoted in Bloomberg BusinessWeek, AdWeek and ClickZ.