Education Resources

Learn More About Online Advertising

Do you have general questions about online advertising and privacy? Below are a collection of resources from around the web that address privacy, cookies, and the role of online advertising in bringing free and low-cost content and services to the web

Why do websites need advertising?

Publishers and content providers rely on advertising to operate. Learn more about the role advertising plays in supporting free and low-cost content and services online:

• The World Federation of Advertisers' website explaining the values of advertising
• "Making ads more interesting" from the Google Blog
• "I am the Long Tail," a video montage produced by the IAB (US) where the operators of small websites discuss why advertising is critical for their small businesses. 

What is Online Behavioral Advertising (sometimes called "interest-based advertising")? 

Online Behavioral Advertising (OBA) uses information collected across multiple websites that you visit to predict your preferences or infer interests and to show you ads that are more likely to be of interest to you.

That's the short answer. And now for more detail. The goal of online behavioral advertising is to make the ads you see more relevant to you based on the types of sites you visit on the Web. NAI members don't match advertisements to you as an individual, but to data categories such as books, fine arts, movies, minivans, dogs, cats, aquariums, theme parks, spas, cruises, or hundreds of other similar categories. This helps companies connect their advertisements with the right audience. Think about it this way. If you prefer to stay in bed & breakfasts when you travel, wouldn't you rather receive advertisements from websites that list those venues (maybe with discounts and specials) rather than from large hotel chains? The large hotel chains don't want to spend their valuable advertising dollars chasing after you either. And there are dozens of categories around sports and entertainment. If you like hockey, wouldn't you rather receive advertisements for NHL games than be bombarded with ads for yachting, figure skating or fishing? Most of the content on the Internet, like TV, is supported by advertising. As long as there are going to be ads on the websites you visit, wouldn't you prefer that those ads be relevant and interesting to you? Relevant advertising, customized to your perceived interests, can actually be informative to you and give you a better online experience.

In addition to exploring the content on this site, you can find more information, including explanatory videos, on the following sites:

• The IAB's Privacy Matters website
• Digital Advertising Alliance: Consumer Information

Understanding cookies

A cookie is information (a small text file) that a site saves to your computer using your web browser. Cookies make the personalization of your web experiences possible. For example, a cookie may allow sites to record your browsing activities - like what pages and content you've looked at, when you visited, and whether you clicked on an ad. Cookies can help sites remember items in your shopping cart, your log-in name, your preferences such as always showing the weather in your home town, or your high game scores. Other cookies may be placed in your browser by third-party advertising companies to help deliver the ads you see online. These "third-party cookies" may be used to “remember” parts of your online activities in order to deliver ads tailored to your interests. For example, if you read an article online about running, a cookie may be used to note your interest in running. As you continue to surf the web, you may see coupons to save money on running shoes.

These sites offer valuable insight into cookies and how they are used (not just for advertising):

• David Whalen’s “Unofficial Cookie FAQ Version 2.6” 
• The Interactive Advertising Bureau of Europe's Cookie resources page
• The Harvard Berkman Center's Cookie Crumble Contest (These videos are also available on the right panel of this page)
• A simple description on Wikipedia

What are your choices?

Consumers have a variety of options available to them to customize their web experience, ranging from browser controls, add-on utilities, and opt-out tools. The links below offer a sample of the available options.

Browser Controls:

Most common modern web browsers include controls designed to allow you to to block or delete cookies. Learn about these controls in the most common browser by following the links below:

• Internet Explorer
• Firefox
• Chrome
• Safari
• Opera

Additionally, Chrome and Firefox support add-ons that provide additional options for managing your privacy:

• Firefox
• Chrome

Opt-Out Tools

Many of the leading third-party advertising companies participate in the NAI’s self-regulatory program and opt-out page. In addition, the Digital Advertising Alliance (DAA) offers a centralized opt-out platform where consumers can opt out of NAI member complanies’ advertising programs, as well as the advertising programs of other DAA members.

• NAI Opt-Out Page
• DAA Opt-Out Page 

The AdChoices Icon (also known as the "Advertising Option Icon") is a sign for consumer information and control for interest-based advertising.  When you see the AdChoices Icon on a Web page or near a Web banner, it lets you know that information used to infer your interests is being gathered or used to improve the ads you see. Click here to learn more about the AdChoices Icon.

Click here for More Privacy Resources

Have questions about the NAI and the NAI opt-out tool? Click here to visit our FAQs.

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