TRUSTe Launches Behavioral Advertising Notice and Choice Program Pilot

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"This important initiative demonstrates how notice can be made more relevant and immediate to consumers who receive tailored ads," said Chris Hoofnagle, Director of the Berkeley Center for Law  & Technology's information privacy programs and Senior Fellow to the Samuelson Law, Technology & Public Policy Clinic.

TRUSTe and pilot program participants will advance their understanding of consumer preferences for behavioral advertising using engagement data generated from the pilot, which will begin in mid Q1 2010 and continue for a period of up to six months.