YORK, ME--(MARKET WIRE)--Sep 25, 2008 -- The Network Advertising Initiative (NAI), a coalition of industry-leading online advertising companies, announces its support today for an opt-in standard for data collected through what is frequently referred to as "deep packet inspection." Data collected in this fashion and used as part of online behavioral advertising is also often called "ISP-based behavioral advertising," or "ISP-BT," for its association with data collected about consumers from an Internet Service Provider's access network. The NAI supports opt-in for ISP-BT.

Since 2000, the NAI's own behavioral advertising principles have served as the only binding self-regulatory regime for online behavioral advertising. Earlier this year the NAI released a major overhaul of its principles for public comment and review. Heeding feedback it has received and recognizing the rapid evolution of the online advertising landscape, the NAI intends to expand the scope of its proposed self-regulatory principles to incorporate ISP-behavioral advertising and other online advertising practices within its sliding scale framework.

According to NAI Executive Director Trevor Hughes, "The NAI believes that opt-out continues to be an appropriate choice mechanism for traditional web-based behavioral advertising and this is part of our sliding scale framework. The NAI framework has long recognized that increased levels of consumer choice should be based on the breadth, scope and nature of the data being collected and used for behavioral advertising, as well as the mechanisms used to observe anonymous surfing behavior. Opt-out has been a widely deployed standard that has worked well because our current members' business models allow notice and opt-out choice to be easily accessible to consumers. The ISP-behavioral model requires enhanced protections to ensure that consumers can maintain appropriate control of their browsing experience. In light of this fundamental difference between how notice and choice can be offered to consumers, we agree with recent statements from the Federal Trade Commission that ISP-based behavioral advertising is different from publisher-based forms of behavioral advertising."

"As the leading behavioral advertising self-regulatory association," said Hughes, "the NAI will continue to work to develop best privacy practices and broaden the scope of its membership to embrace emerging technologies and account for changes in the marketplace. This process has already begun as our ranks have grown dramatically and now include 21 active members with the addition of our most recent members, InterCLICK, Akamai and Tribal Fusion. The membership of the NAI represents a very significant portion of Internet advertising traffic, and is growing monthly."

Hughes adds, "We look forward to working with a wider array of companies, including ISPs and ISP-BT technology companies, to promote best practices in online advertising, educate consumers about their privacy choices and demonstrate our adherence to strong self-regulatory privacy principles online."

To review the NAI's proposed draft of 2008 NAI Principles, visit http://www.networkadvertising.org.

About the NAI

The NAI (Network Advertising Initiative) is a cooperative of online marketing companies committed to building consumer awareness and establishing responsible business and data management practices and standards. As increasingly sophisticated online advertising technologies evolve, consumer concerns about their impact on online privacy mount. The NAI meets these concerns with both effective industry self-regulation and sensible protections for online consumers. To learn more, visit www.networkadvertising.org. NAI members include:

Acerno (www.acerno.com)

Advertising.com, Inc. (www.advertising.com), a division of AOL/Platform A

Akamai Technologies, Inc. (www.akamai.com)

AlmondNet (www.almondnet.com)

Atlas (www.AtlasSolutions.com) is a member of the aQuantive, Inc. family of companies. aQuantive, Inc. is a Microsoft Corporation subsidiary.

BlueKai (www.bluekai.com)

BlueLithium (www.bluelithium.com)

DoubleClick (www.doubleclick.net), a Google, Inc. company

InterCLICK (www.interclick.com)

Media6 degrees (www.media6degrees.com)

Mindset Media (www.mindset-media.com)

Revenue Science, Inc. (www.revenuescience.com)

Safecount (www.safecount.net)

SpecificMEDIA, Inc. (www.specificmedia.com)

TACODA, Inc. (www.tacoda.com), a division of AOL/Platform A

Traffic Marketplace (www.trafficmarketplace.com)

Tribal Fusion (www.tribalfusion.com)

24/7 Real Media Inc. (www.247realmedia.com)

Undertone Networks (www.undertone.com)

[x+1] (formerly Poindexter Systems, Inc.) (www.poindextersystems.com)

Yahoo! Inc. (www.yahoo.com)

     Press contact:
     Jim Campbell
     Assistant Director
     NAI
     +1 207 351 1500, x110
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