Recently Yahoo! has introduced its trial of a new transparent advertising that they hope will not only benefit the industry, but the consumer as well. This new launch, which is being tested in Europe, now gives consumers the choice of which advertisements they want to see as well as why the consumer was specifically targeted.
By clicking on an interactive button included on the sidebar advertisements, users can view who is behind the advertisement as well as why it was chosen for them. It also explains what personal data is being shown to industries and why they chose that data.
Justin Weiss, the privacy director at Yahoo says, "The idea of a visual symbol in and around every ad we show is to remind users that their information is being used and to give them a portal, a pathway, into what data is being used and the controls they have over them.”
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