Online Merchant Cited for Inadequate Interest-Based Advertising Disclosures

Liftopia, an e-commerce platform that enables ski resorts to sell advance-purchase tickets online, was cited in a recent decision by the Better Business Bureau’s Online Interest-Based Advertising Accountability Program (OIBAAP) for failing to provide consumers with sufficient notice and choice relating to the collection of data for targeted ads and the serving of interest-based advertising (IBA), including ad retargeting, as required by the Digital Advertising Alliance (DAA) Principles. Online merchants frequently use IBA to follow up with consumers who have visited their sites by “retargeting” them with ads on other sites they later visit. Maybe you have seen ads on multiples sites for a product you abandoned in a shopping cart for a few days, and perhaps you even completed the purchase as a result of those ads. Under the ad industry’s IBA self-regulatory program, managed by the DAA and enforced by the OIBAAP, consumers have the right to opt out of that…

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