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Re: tracking-ISSUE-178 (rachel_n_thomas): Add "Marketing" to list of permitted uses in Compliance document [Tracking Definitions a Compliance]

From: David Wainberg <david@networkadvertising.org>
Date: Wed, 10 Oct 2012 07:33:04 -0400
Message-ID: <50755CF0.30006@networkadvertising.org>
To: choofnagle@law.berkeley.edu
CC: public-tracking@w3.org
Chris,

Are you proposing the W3C adopt the NAI's 2000 Principles as the policy 
for DNT? Why are you using the 2000 Principles rather than 2008? I was 
confused by your focus on the old principles in your discussion of 
health data policy in your recent paper. The NAI has more recent policy 
on that topic, which you did not mention. Was that intentional?

-David


On 10/10/12 5:00 AM, Chris Hoofnagle wrote:
> I think it is a wonderful idea to approach this problem based upon established mechanisms.  The NAI's principles for online behavioral advertising have been in place for 12 years.  That makes it 10 years more legitimate.
> Chris
> http://afs.berkeley.edu/~choofnagle/NAI_2000_self-regulatory_principles.pdf  <http://afs.berkeley.edu/%7Echoofnagle/NAI_2000_self-regulatory_principles.pdf>
>
> *NETWORK****ADVERTISING****INITIATIVE*
>
> *SELF-REGULATORY****PRINCIPLES****FOR****ONLINE****PREFERENCE****MARKETING 
> BY****NETWORK****ADVERTISERS*
> I.NetworkAdvertisingInitiative(“NAI”)Overview
> A.NetworkadvertiserswilladheretotheOnlinePrivacyAlliance(“OPA”) 
> PrivacyPoliciesGuidelinesforpersonallyidentifiableinformation.
> B.Networkadvertiserswillnotusesensitivepersonallyidentifiabledatafor 
> onlinepreferencemarketing.
> C.Networkadvertiserswillnot,withoutprioraffirmativeconsent("opt-in"), 
> mergepersonallyidentifiableinformationwithinformationpreviously 
> collectedasnon-personallyidentifiableinformation.
> D.Networkadvertiserswillprovideconsumerswithrobustnoticeandchoice 
> regardingthemergerofpersonallyidentifiableinformationwithnon- 
> personallyidentifiableinformationcollectedonagoingforwardbasisfor 
> onlinepreferencemarketing.
> E.Networkadvertiserswillnotusepersonallyidentifiableinformation
> (“PII”)consistingofPIIcollectedofflinemergedwithPIIcollectedonline
> foronlinepreferencemarketingunlesstheconsumerhasbeenafforded 
> robustnoticeandchoiceaboutsuchmergerbeforeitoccurs.
> F.NetworkadvertiserswillrequireWebpublisherswithwhichtheyhave 
> contractualrelationshipstoprovidenoticeandchoiceregardingthe 
> collectionofnon-personallyidentifiableinformationforonlinepreference 
> marketing.
> II.NAI'sStatementofPurpose
>
> ThefollowingprinciplesweredevelopedbythesignatoriestothisNetwork 
> AdvertisingInitiative("NAI")toguidebusinesspracticeswithrespecttoonline advertisingservicesdeliveredbyInternetnetworkadvertisers(hereinafter"network 
> advertisers").NAIcompaniesrepresentthevastmajorityofbusiness-to-business,third- 
> partynetworkadvertisingcompaniesthatservecommercialWebsites.Network 
> advertisersfacilitateWebadvertisingthroughad serving,hostingandad 
> salesserviceson 
> theWeb.ForaWebsitevisitor,networkadvertisersprovideadvertisementsthatare 
> morelikelytobeofinterestandeliminateduplicativeadvertising.ForaWebadvertiser, 
> networkadvertisers'servicesallowadvertiserstoreachcost-effectivelytheaudiencemost 
> likelytobeinterestedinaproductorservice.
>
> Networkadvertisersbelievethat,justastheyplayanimportantroleinelectronic commerceitself,theycanplayanimportantroleinincreasingconsumertrustand 
> confidenceinelectroniccommerce.Tothatend,networkadvertisersarecommittedto 
> educatingconsumersabouttheservicestheyprovide,enhancingconsumers'abilityto 
> controltheuseofinformationgeneratedduringuseoftheInternet,andworkingwith 
> theircorporatecustomersandclientstocreateanenvironmentoftrustthatfosters 
> protectionforconsumers’privacyonlineandinelectroniccommerce.
>
> NAIcompaniesareamongtheleadingprovidersofsolutionsforWebnetwork 
> advertisingproductsandservices,suchasbanneradvertising.Networkadvertisersin 
> generalprovideavarietyofservicestoWebsites;chiefamongthemisdelivering 
> advertisingthatistailoredtodemonstratedorpredictedconsumercharacteristicsor 
> preferences.Thecollectionanduseofdatabynetworkadvertiserstounderstand 
> consumerpreferencesisoftencalled"Profiling,"butwhichismoreaccuratelytermed 
> onlinepreferencemarketing(“OPM”). OPM,asusedherein,isa processusedby 
> networkadvertiserswherebydataistypicallycollectedovertimeandacrossWebpages 
> todetermineorpredictconsumercharacteristicsorpreferencesforuseinad 
> deliveryon 
> theWeb.TheOPMprocesscanusenon-personallyidentifiableinformationora 
> combinationofpersonallyidentifiableinformationandnon-personallyidentifiable 
> information.
> EffectiveInternetadvertisingisfundamentaltotheaccessibilityanddynamismof 
> thisrevolutionarymedium.Advertisingunderwritestherichvarietyofonlinecontent 
> choicesavailabletoconsumersatnocostoratafarlowercostthanwouldotherwisebe 
> possible.Bydeliveringcustomizedadvertising,networkadvertisersoffersubstantial 
> benefitsfor 
> consumersandtheadvertiser.Inaddition,manysmallandemergingWeb 
> companiesdependonnetworkadvertiserstocompeteagainstmorewell-established companiesandtheirWebsites.EffectiveInternetadvertisingthushelpstomaintainthe 
> lowbarrierstoentrythathaveplayedacrucialroleintherobustcompetitionand 
> innovationthathavefueledthismedium.
> Networkadvertisersrealizethattheyhaveastronginterestininforming 
> consumersoftheirbusinesspracticesbecausethenetworkadvertisers'practicesand 
> servicesaregenerallynotobvioustotheconsumer.Networkadvertiserscommitto 
> providingconsumersnoticeandchoiceaboutOPM. 
> Networkadvertiserscommittothe 
> fairinformationpracticesarticulatedbytheOnlinePrivacyAlliance("OPA") 
> (www.privacyalliance.org 
> <http://www.privacyalliance.org>)forpersonallyidentifiableinformationandtotheconsumer- 
> friendlydatamanagementpracticesdescribedbelowfornon-personallyidentifiable 
> information.Adherencetotheseprincipleswillprovideconsumerswithmeaningful 
> notice,appropriateopportunitytoexercisechoice,andincreasedconfidenceinonline 
> advertising.Tothisend,andasdescribedherein,networkadvertiserswill:(1)undertake 
> businessandconsumeroutreach; 
> (2)disclosetheirdatacollectionandusepractices;
> (3)provideconsumerswitheffectivenoticeandtheabilityeasilytoopt-outoftheuseof 
> dataforOPMpurposes;and(4)declinetomergepersonallyidentifiableinformationwith 
> informationpreviouslycollectedasnon-personallyidentifiableinformation,withoutthe 
> consumer'sprioraffirmativeconsent("opt-in")toanysuchmerger.
>
> III.OnlinePrivacyAlliance("OPA")PrinciplesandPersonally
>
> IdentifiableInformation
> NetworkadvertisersaffirmandagreetoabidebytheGuidelinesforOnline 
> PrivacyPoliciessetforthbytheOPAat: 
> http://www.privacyalliance.org/resources/ppguidelines.shtml/. 
> PersonallyIdentifiable 
> Information(PII)isdatausedtoidentify,contactorlocateaperson,includingname, 
> address,telephonenumber,orE-mailaddress.AsitrelatestoPIIspecifically,theOPA 
> statesthatitsmembercompaniesmustabidebytheprinciplesofnotice,choice,access 
> andsecurityasdefinedbytheOPAGuidelines.
> IV.PrinciplesforOnlinePreferenceMarketingbyNetwork Advertisers
> OPM,asusedherein,isaprocessusedbynetworkadvertiserswherebydatais 
> typicallycollectedovertimeandacrossWebpagestodetermineorpredictconsumer characteristicsorpreferencesforuseinad 
> deliveryontheWeb.TheOPMprocesscan 
> usenon-personallyidentifiableinformationoracombinationofpersonallyidentifiable 
> informationwithnon-personallyidentifiableinformation.OPMdoesnotrefertotheuse 
> ofdatabynetworkadvertisersforAdDeliveryandReporting(/see///infraatp.6). OPM 
> excludestheuseofdataprovidedbyaWebsiteoradvertiserdirectlytothenetwork 
> advertiserandusedbythatnetworkadvertiserforInternetadvertisingsolelyonbehalfof 
> suchWebsiteoradvertiser.
> A.GeneralOPMSafeguards
> 1.SensitiveData-Networkadvertisersshallneitherusepersonally 
> identifiableinformationaboutsensitivemedicalorfinancialdata, 
> sexualbehaviororsexualorientation,norsocialsecuritynumbers, forOPM.
> 2.CollectionfromReliableSources-Networkadvertisersshall 
> makereasonableeffortstoensurethattheyareobtainingdatafor 
> OPMfromreliablesources.
> 3.ProtectionofCollectedData-Networkadvertisersshallmake 
> reasonableeffortstoprotectthedatatheycollectforOPMfrom 
> loss,misuse,alteration,destructionorimproperaccess.
> 4.DisseminationRestrictions-Networkadvertisersshall 
> contractuallyrequirethatanythirdpartiestowhichtheyprovide 
> PIIdataadhereto,ataminimum,OPAGuidelines.Forthird 
> partiestowhichtheyprovidenon-aggregatenon-personally 
> identifiabledatatobemergedwithPIIdatapossessedbythethird 
> party,networkadvertisersshallcontractuallyrequirethose 
> transfereestoadheretotheseNAISelf-RegulatoryPrinciples
>
> (unlessthenon-personallyidentifiabledataistheproprietarydata 
> oftheparticularthird-partypublisheroradvertiser).
>
> B.Non-PersonallyIdentifiableOPMbyNetworkAdvertisers
> 1.OPMUsingNon-PersonallyIdentifiableInformation(Non-PII):Non-PIIusedforOPMbynetworkadvertisersisnot 
> linkedtoaparticularpersonandistypicallycompiledfromclick 
> streaminformationasabrowsermovesamongdifferentWebsites 
> (orasingleWebsite)servicedbyanetworkadvertiserorfrom 
> informationprovidedtoanetworkadvertiserbythirdparties(so 
> longasthatinformationisnotpersonallyidentifiabletothe networkadvertiser).
> (a)NoticeandChoicePolicy-Networkadvertisersthat 
> collectoruseNon-PIIonlineforOPMshallpostclearand 
> conspicuousnoticeonthenetworkadvertiser'sWebsite 
> abouttheirdatacollectionandusepractices,andeachshall 
> giveconsumersanopportunitytooptoutofOPMbythat 
> networkadvertiser.Theopt-outmaybeaccessedata 
> designatedlocationonthenetworkadvertiser'sWebsite 
> (whichcanbeco-locatedwiththecompany'sprivacy 
> policy)orthroughthegatewayeducationalWebsite 
> designedandsupportedbyNAIcompaniesforthat purpose.
> (www.networkadvertising.org <http://www.networkadvertising.org>)
> (b)NoticebyNetworkAdvertisers-Suchnoticebythe 
> networkadvertisershallinclude,withoutlimitation,clear 
> descriptionsofthefollowing:
> -Profilingactivitiesundertakenbythenetwork
> advertiser;
> -whattypesofNon-PIIarecollectedbythenetwork
> advertiser;
> -howsuchNon-PIIwillbeusedbythenetwork
> advertiserincludingtransfer,ifany,ofnon-aggregate datatoathirdparty;
> -proceduresforoptingoutofsuchdatause(includinga 
> descriptionofthecircumstancesthatwouldmakeit
> necessaryforaconsumertorenewtheiropt-out,suchas 
> whenaconsumerchangescomputers,changes
> browsers,ordeletesrelevantcookies);and
> -theapproximatelengthoftimethatsuchNon-PIIwill
> beretainedbythenetworkadvertiser.
>
> (c)Choice-Theopportunitytoopt-outofOPMusingNon- 
> PIImaybeaccessedatadesignatedlocationonthe 
> networkadvertiser'sWebsite(whichcanbeco-located 
> withthecompany'sprivacypolicy)orthroughthegateway 
> educationalWebsitedesignedandsupportedbyNAI companiesforthatpurpose.
>
> (www.networkadvertising.org <http://www.networkadvertising.org>)
> (d)CustomerCompliance--Networkadvertisers,when 
> enteringintoacontractwithpublishercustomersfor 
> serviceswhichincludeOPM,shallrequirethattheir 
> customers:(1)postaprivacypolicythatclearlyand 
> conspicuouslydiscloses(a)thecustomer'suseofthe 
> networkadvertiserservicesforOPM;(b)thetypeof 
> informationthatmaybecollectedbythenetwork 
> advertiser;and(c)theconsumer’sabilitytochoosenotto 
> participate;and(2)provideaclearandconspicuouslinkto
> theNon-PIIOpt-OutPageoftheNAIgatewayeducational site(or,ifonlyone 
> networkadvertiserservicestheWeb 
> site,thecustomermayinsteadprovidealinktoascreenat 
> thesiteofthenetworkadvertiserwithwhichitdoes 
> businessthathasonthatscreeneithertheabilitytoopt-out 
> orahyperlinktotheabilitytoopt-out). Anetwork
> advertiser“services”aWebsitewhenitcollectsNon-PIIor 
> PIIdatafromthatWeb-siteforthepurposesofOPM. If 
> networkadvertisersknoworhavereasontoknowthata 
> publishercustomerisinbreachoftheabove-specified 
> contractualrequirement,thenthenetworkadvertiserwill 
> makereasonableeffortstoenforcethecontract.
> Intheabsenceofacontractualrelationship,aspartofNAI’sbusinessoutreachefforts,networkadvertisersshall 
> makereasonableeffortstoensurethatpublishers:(1)posta 
> privacypolicythatdiscloses(a)networkadvertiserOPM
> ontheirWebsite;(b)thetypeofinformationthatmaybe 
> collectedbythenetworkadvertiser;and(c)theconsumer’s
> abilitytochoosenottoparticipate;and(2)providealinkto 
> eitherthenetworkadvertiserortheNAIgateway
> educationalsite.
> AppendixAprovidesasampleofacceptablenotice 
> languageforpublishercustomerstodiscloseOPMusing Non-PII. 
> (Samplesareillustrativeonlyanddonotestablish 
> a“one-size-fits-all”requirement.)
>
> AttheNAIgatewayeducationalsite,theconsumerswho 
> choosenottoparticipatewillbeaffordedtheabilityreadily 
> toopt-outatacentralWebpage. AppendixB providesa 
> “screenshot”oftheproposeddesignoftheNAINon-PII Opt-OutPage. 
> Thispageisbeingdesignedtoensurethat 
> consumerswilleasilyfindaconcisedescriptionofthe 
> privacypracticesofeachoftheNAIcompaniesandhave 
> theabilityreadilytoopt-outfromtheOPMpracticesof 
> eachNAIcompanyatacentralWebpage. TheNon-PII 
> Opt-OutPageisbeingdesignedsothatitslengthwill 
> approximatetwoconventionalscreen-lengths.
>
> (e)CompliancewithLawsandRegulations-Network advertisersshall 
> complywithallapplicablelawsand 
> regulationsgoverningthecollectionanduseofNon-PII.
> (f)ChangeinPolicy-Ifanetworkadvertisermaterially 
> changesitsdatacollectionandusepolicy,priornoticewill 
> bepostedonitsWebsite. Anysuchmaterialchangein 
> policyshallapplyonlytoinformationcollectedfollowing 
> thechangeinpolicy.Informationcollectedpriortothe 
> materialchangeinpolicyshallcontinuetobegovernedby 
> thepolicyineffectatthetimetheinformationwas 
> collected,unlesstheconsumerprovidesaffirmativeconsent 
> ("opt-in")tothepreviouslycollectedinformationbeing governedbythenewpolicy.
> 2.AdDeliveryandReporting
>
> (a)ApartfromOPM,someNon-PIIisusedforad deliveryand 
> reportingpurposes("AdDeliveryandReporting").Ad 
> DeliveryandReportingincludes:(1)providingaspecific 
> advertisementbasedonaparticulartypeofbrowserortime 
> ofday;(2)statisticalreportinginconnectionwiththe 
> activityonaWebsite;(3)trackingthenumberofads
>
> servedonaparticulardaytoaparticularWebsite;and(4)
> othernon-OPMuses.  DatausedforAdDeliveryand 
> Reportingcaninclude:typeofbrowser,operatingsystem, 
> domainname,dayandtimeofvisit,page(s)visitedand 
> searchterm(ifany)andotherdata(notincludingtheuseof 
> clickstreamdataacrossWebsitesforOPM)thatisnotused 
> toidentify,contactorlocateanindividual.Websitesare
> notrequiredtodisclosethecollectionofNon-PIIforAd 
> DeliveryandReportingpurposes. Tohelppromotepublic 
> understandingoftheseissuesandofthedifferentcategories 
> ofinformationuse,however,networkadvertisersagreeto
>
> discloseonthenetworkadvertiser'sWebsiteinaclearand 
> conspicuousmannertheirAdDeliveryandReporting 
> practices,includingthetypeofinformationcollectedand 
> maintainedforAdDeliveryandReporting,andhowlong 
> thatinformationismaintained.
>
> (b)IfaconsumerelectstooptoutofNon-PIIOPM,Non-PII 
> dataregardingthatconsumer'sbrowserwillbeusedbythe 
> networkadvertiseronlyforAdDeliveryandReporting purposes.
> B.MergerofNon-PIIwithPIIbyNetworkAdvertisersforOPM
> 1. Network 
> advertiserswillnotmergepersonallyidentifiableinformationwithinformationpreviouslycollectedasNon- 
> PII,withoutthe consumer'sprior affirmativeconsent("opt- 
> in")toanysuchmerger.
> (a)NoticeandChoicePolicy*–***Thiscategoryofmergerof
> Non-PIIwithPIIbynetworkadvertisersforOPMapplies
> toanyOPMactivitythatlinks previouslycollectedNon-PII
> (asdefinedinsec.IV.A.1)topersonallyidentifiable information. 
> PIIisdatausedtoidentify,contact,orlocate 
> aperson,includingbutnotlimitedbyname,address, 
> telephonenumber,orE-mailaddress.Networkadvertisers 
> ororganizationsactingontheirbehalfwillnotmerge 
> previouslycollectedNon-PIIwithPIIforOPMwithout the 
> consumer’sprioraffirmativeconsent(“opt-in”) toanysuch merger.
> (b)NoticebyNetworkAdvertisers*-***Suchnoticeshall 
> include,withoutlimitation,cleardescriptionsofthe following:
> -Profilingactivitiesundertakenbythenetwork
> advertiser;
> -whattypesofPIIandNon-PIIpreviouslycollectedwill
> bemergedbythenetworkadvertiser;
> -howthemergedinformationwillbeusedbythe
> networkadvertiser,includingtransfer,ifany,toathird party;
> -proceduresforoptingintosuchdatause(includinga 
> descriptionofthecircumstancesthatwouldmakeit
> necessaryforaconsumertorenewtheiropt-in, suchas 
> whenaconsumerchangescomputers,changes
> browsers,ordeletesrelevantcookies);and
>
> -theapproximatelengthoftimethatsuchinformation 
> willberetainedbythenetworkadvertiser.
>
> (c)CustomerCompliance-WhenthePIIistobemerged 
> withNon-PIIthatwaspreviouslycollected,theconsumer 
> mustgiveaffirmativeconsent("opt-in")tosuchmergerat 
> thetimesuchPIIiscollectedonlineor,ifcollectedoffline, firstusedonline.
> AppendixAprovidesasampleofacceptablenotice 
> languageatthetimeandplacethatPIIiscollectedonline 
> forpurposesofmergerwithpreviouslycollectedNon-PII. 
> (Samplesareillustrativeonlyanddonotestablisha“one- 
> size-fits-all”disclosurerequirement.)
> AppendixC providesasample“mock-up”ofnotice 
> providedatthetimeandplaceofcollectionofPIIfor 
> purposesofmergerwithpreviouslycollectedNon-PII. 
> (Thissampleisillustrativeonly.)
> (d)Notwithstandingtheaboveaffirmativeconsent("opt-in") 
> option,networkadvertiserswillnotmergeNon-PIIwith 
> PIIifthatNon-PIIwascollectedpursuanttoaprivacy 
> policythatstatedthatsuchinformationwouldneverbe mergedwithPII.
> (e)NetworkadvertiserswillcollectPIIforOPMpurposesonly 
> fromthesitesofpublishercustomerswithwhichtheyhave 
> contractualrelationships.Ifnetworkadvertisersknowor 
> havereasontoknowthatapublishercustomerisinbreach 
> oftheabove-specifiedcontractualrequirementfor
> CustomerCompliance,thenthenetworkadvertiserwill
> makereasonableeffortstoenforcethecontract.
> (f)AccesstoPII–Networkadvertisersshallprovide 
> consumerswithreasonableaccesstoPIIandother 
> informationthatisassociatedwithPIIretainedbythe 
> networkadvertiserforOPMuses.
> 2. NetworkadvertiserswillnotmergePIIwithNon-PIIcollectedona 
> goingforwardbasis(i.e.,aftertheuser 
> providesPII)forOPMunlesstheconsumerhasbeen 
> affordedrobustnoticeandchoiceaboutsuchmergerbefore itoccurs. 
> Thispracticewillbereferredtoasthemergerof PIIwithprospectiveNon-PII.
>
> (a)RobustNoticeandChoicePolicy*–***Thiscategoryof 
> mergerofNon-PIIwithPIIbynetworkadvertisersfor 
> OPMappliestoanyOPMactivitythatlinkspersonally 
> identifiableinformationtoNon-PII(asdefinedinsec. 
> IV.A.1)collectedonaprospectivebasisonly. Network 
> advertisersororganizationsactingontheirbehalfwillnot 
> mergeprospectiveNon-PIIwithPIIforOPMunlessthe 
> consumerhasbeenaffordedrobustnoticeandchoiceabout 
> suchmergerbeforeitoccurs. Fornoticetoberobust,the 
> consumermustbeaffordedclearandconspicuousnotice 
> aboutthescopeoftheNon-PIIthatwouldbemade 
> personallyidentifiableandhowtheNon-PIIwillbeusedas aresultofsuchmerger.
>
> (b)NetworkadvertisersalsowillnotusePIIconsistingofPII 
> collectedofflinemergedwithPIIcollectedonlineforOPM 
> purposesunlesstheconsumerhasbeenaffordedrobust 
> noticeandchoiceaboutsuchmergerbeforeitoccurs.
> (c)NoticebyNetworkAdvertisers*-***Suchnoticeshall 
> include,withoutlimitation,cleardescriptionsofthe following:
> -Profilingactivitiesundertakenbythenetwork
> advertiser;
> -whattypesofPIIandNon-PIIwillbemergedbythe
> networkadvertiser;
> -howthemergedinformationwillbeusedbythe
> networkadvertiser,includingtransfer,ifany,toathird party;
> -proceduresforoptingoutofsuchdatause(includinga 
> descriptionofthecircumstancesthatwouldmakeit
> necessaryforaconsumertorenewtheiropt-out,suchas 
> whenaconsumerchangescomputers,changes
> browsers,ordeletesrelevantcookies);and
> -theapproximatelengthoftimethatsuchinformation 
> willberetainedbythenetworkadvertiser.
> (d)CustomerCompliance-WhenthePIIistobemerged 
> withNon-PIIthatwillbecollectedonaprospectivebasis 
> only,theconsumermustbeaffordedaclearand 
> conspicuousopportunitytoopt-outofsuchmergeratthe 
> timeandplacesuchPIIiscollectedonlineor,ifcollected 
> offline,firstusedonline.Thenoticeatthetimeandplace 
> ofcollectionofthePIImustdisclose(a)thatthePIIis 
> sharedwithanetworkadvertiserforpurposesofOPM;(b) 
> thetypeofinformationthatmaybecollectedandlinkedby
>
> thenetworkadvertiser;(c)theconsequentlossorpartial 
> lossofanonymitytotheadvertisingcompanyoffuture 
> Webusage;and(d)theabilityoftheconsumertochoose 
> nottoparticipate.ForpurposesofmergerofPIIwith
>
> prospectiveNon-PII,thenoticeandabilitytoopt-outmust 
> beprovidedaboveorbeforethebuttontosubmitthePII. 
> Forthatnetworkadvertiser,theopt-outshallbeatleastfor 
> thepurposedefinedinthedisclosureandshalloccureither 
> attheWebpublishersite,thenetworkadvertiser’sWebsite 
> orattheMergerOpt-OutPageoftheNAIgateway 
> educationalsite,www.networkadvertising.org.<http://www.networkadvertising.org/>Because 
> consumersmaynotknowforwhichnetworkadvertiser
> theyhaveoptedoutorwhethertheyhavedonesoforthe 
> lifeofthebrowser,theconsumermayalsoopt-outofthe 
> mergerofNon-PIIandPIIattheMergerOpt-OutPageof 
> theNAIgatewayeducationalsite, 
> www.networkadvertising.org,<http://www.networkadvertising.org/>atanysubsequentpointin 
> time.OnceauserhasoptedoutattheNAIgateway 
> educationalsite,theuserhasdonesoforthelifeofthe 
> browseroruntiltheuserdeletestheopt-outcookie.
> AppendixAprovidesasampleofacceptablenotice 
> languageatthetimeandplacethatPIIiscollectedonline 
> forpurposesofmergerwithprospectiveNon-PII. 
> (Samplesareillustrativeonlyanddonotestablisha“one- 
> size-fits-all”disclosurerequirement.)
> AppendixB providesa“screenshot”oftheproposed 
> designoftheNAIMergerOpt-OutPage. Thispageis 
> beingdesignedtoensurethatconsumerswilleasilyfinda 
> concisedescriptionoftheprivacypracticesofeachofthe 
> NAIcompaniesthatmergePIIandNon-PIIandhavethe 
> abilityreadilytoopt-outfromtheOPMmergerpracticesof 
> thoseNAIcompaniesatacentralWebpage. TheMerger 
> Opt-OutPageisbeingdesignedsothatitslengthwill 
> approximatetwoconventionalscreen-lengths.
> AppendixD providesasample“mock-up”ofrobustnotice 
> andchoiceprovidedatthetimeandplaceofcollectionof 
> PIIforpurposesofmergerwithprospectiveNon-PII. The 
> samplenoticeisclearandconspicuousinthecontextofthis 
> particularWeb-sitemock-up. Thissampleisillustrative 
> only,becausetheWebsitesonwhichsuchnoticeswill 
> appearwillbeofinfinitevariety.However,forthis
> categoryofmerger,allsuchopt-outnoticesinthescreen
>
> presentedtotheusershallbesubstantiallysimilarinclarity 
> andprominencetothissamplenotice.
>
> (e)AdDeliveryandReporting--Non-PIIcollectedsolely 
> forpurposesofAdDeliveryandReportingfollowinga 
> consumer'selectiontooptoutofthecollectionofdatafor 
> OPMmaynot,underanycircumstances,becombinedwith PII.
> (f)ChangeinPolicy-Ifanetworkadvertisermaterially 
> changesitsdatacollectionandusepolicy,priornoticewill 
> bepostedonitsWebsite. Anysuchmaterialchangein 
> policyshallapplyonlytoinformationcollectedfollowing 
> thechangeinpolicy.Informationcollectedpriortothe 
> materialchangeinpolicyshallcontinuetobegovernedby 
> thepolicyineffectatthetimetheinformationwas 
> collected,unlesstheconsumerprovidesaffirmativeconsent 
> ("opt-in")tothepreviouslycollectedinformationbeing 
> governedbythenewpolicy.Forthisconsenttobe 
> effective,theconsumermustbeadvisedclearlyaboutthe 
> scopeoftheNon-PIIthatwouldbemadepersonally 
> identifiableasaresultofsuchmerger.
> (g)NetworkadvertiserswillcollectPIIforOPMpurposesonly 
> fromthesitesofpublishercustomerswithwhichtheyhave 
> contractualrelationships.Ifnetworkadvertisersknowor 
> havereasontoknowthatapublishercustomerisinbreach 
> oftheabove-specifiedcontractualrequirementfor
> CustomerCompliance,thenthenetworkadvertiserwill
> makereasonableeffortstoenforcethecontract.
> V.NAIEducationalEffortsAimedatBusinessesandConsumers
> A.BusinessOutreach-NAIcompaniesshall undertaketoeducatetheir 
> businesscustomersaboutthedatacollectionanduseissuesassociated 
> withInternetadvertisingandservices,theNAIPrinciplesdescribed 
> herein,andthebenefitsoftheresponsibleflowofinformation.
> B.ConsumerOutreach-NAIcompaniesshall 
> undertaketoeducateconsumersaboutthedata 
> collectionanduseissuesassociatedwithInternet 
> advertisingontheirownWebsitesandintheprivacy 
> statementsoftheircustomers.Inaddition,NAIhas 
> establishedaWebsite,locatedat http://www.networkadvertising.org/,inorderto
>
> facilitateconsumerawarenessandprovideaconvenient 
> mechanismforconsumerstoexercisechoiceregarding 
> suchdatacollectionand/oruse.
>
> VI.Compliance
>
> NAImembersshall beobligatedtoimplementthesePrincipleswithinsix(6) 
> monthsoftheadoptionofthePrinciples.However,theconditionsonthemergingofPII 
> andNon-PIIdatashallbeeffectiveimmediatelyuponthereleaseofthesePrinciples.
> AllfuturemembersofNAIwillbeobligatedtoimplementthesePrincipleswithinsix
> (6)monthsofjoiningNAI.  However,theconditionsonPIIandthemergingofPIIand
> Non-PIIdatashallbeeffectiveimmediatelyatthetimethecompanyjoinsNAI.
> VII.Enforcement
>
> NAImembersagreetoworkwithathird-partyenforcementprogramthatcertifies 
> third-partyad 
> servingand/ornetworkadvertiserstoestablishathird-partyenforcement 
> programthatwillgoverncompliancewiththeNAIPrinciplesforOnlinePreference 
> MarketingbyNetworkAdvertisers,andtojoinsuchaprogram,withinsixmonthsofthe 
> adoptionofthePrinciples.
>
> Thethird-partyenforcementprogramwillincludeelementstypicalofa“seal” 
> program,including:randomauditsbythethird-partyenforcer;theabilityofconsumers 
> tofilecomplaintsandthethird-partyenforcertoinvestigate;forthosenetwork 
> advertisersfoundnotincompliance,anopportunitytoredresstheshortcomingsofa 
> reportbythethird-partyenforcer;and,finally,ifthenetworkadvertiserremainsnotin 
> complianceafterareasonableopportunitytoredress,thepossibilityofsanctions, 
> includingrevocationofthesealandmakingsuchactionpubliclyavailableatsome 
> designatedcentralpointaswelltotheFederalTradeCommission.
> Ifnothirdpartyenforcementprogramthatcertifiesthirdpartyad 
> servingand/or 
> networkadvertisersisinplacewithinsixmonthsoftheadoptionofthePrinciples,the 
> NAImemberswilluseindependentauditsoftheirpracticestocertifycompliancewith 
> theNAIPrinciples.Thesummaryreportofsuchauditsshallbemadepubliclyavailable 
> attheNAIGatewayEducationalsite.
> VIII. AmendmentstoPrinciples
> Theseprinciplesmaybeamendedbyafour-fifthsvoteofthesignatoriestothis 
> documentafterthirtydayspriorwrittennoticehasbeenprovidedtothethird-party 
> enforcementprogram,theFederalTradeCommissionandtheCommerceDepartment.
>
> */NAI/**//**/Members/*
>
> *The****Network****Advertising****Initiative****includes****the****leading****Internet****Advertising*
> *Networks****as****of****July****10,****2000:*
> *24/7****Media AdForce **AdKnowledge Avenu**e****A Burst!****Media 
> **DoubleClick **Engage*
> *L**90*
> *MatchLogic*
>
> *APPENDIX****A*
>
> *SAMPLE****NOTICE****LANGUAGE*
>
> *SAMPLES****ARE****ILLUSTRATIVE****ONLY****AND****DO****NOT****ESTABLISH 
> A**“ONE**-SIZE-FITS-**ALL**”****STANDARD*
>
> WithinthecategoriesofNon-PIIandMergerofPIIwithNon-PII,thebusiness 
> modelsemployedbyathird-partyadvertisercanvarysignificantly.Thekeyfactsthat 
> mustbedisclosedtoconsumersinanappropriatenoticedisclosure,therefore,canalso 
> vary.
> Asaconsequence,oneshouldexpectthatclearandfactuallyaccuratenotice 
> disclosurescanbenarrowlytailoreddependingontheactualbusinessmodelemployedin 
> anyspecificcase.  
> Adequatenoticedisclosuresmaythereforevaryacrossadvertising 
> companyandWebpublishersite. 
> Solongasthenoticedisclosureisaccurate,itneednot 
> beoverbroadnortrackthenoticelanguagethatmaybeappropriateinanothersetting. 
> Nevertheless,inallinstances,noticemustbefactuallyaccurateandobjectivelyleadthe 
> readertoknowaboutcertainkeyaspectsoftheprofilingpracticesofthethird-party 
> advertiser,aswellastheconsumer’sabilitytochoosenottoparticipate.
> *Sample****Notice****Language****for****Non-PII*
> Weusethird-partyadvertisingcompaniestoserveadswhenyouvisitourWeb site. 
> Thesecompaniesmayuseinformation(notincludingyourname,addressemail 
> addressortelephonenumber)aboutyourvisitstothisandotherWebsitesinorderto provideadvertisementsaboutgoodsandservicesofinteresttoyou. 
> Ifyouwouldlike 
> moreinformationaboutthispracticeandtoknowyourchoicesaboutnothavingthis 
> informationusedbythesecompanies,clickhere.
> *Sample****Notice****Language****for****Merger****of****PII****and****(Previously****Collected) 
> Non-PII*
> Pleaseclickheretoallowustosharethisinformationwithourthirdparty 
> advertisingcompanysoitcanmarketmoreeffectivelytoyou.Becauseouradvertising 
> companymaylinkyourname,addressande-mailaddresstoyourpastWebusage,some 
> ofyourpastandfutureWebactivitywillnolongerbeanonymoustothem.Tolearnmore aboutthispractice,clickhere.
>
> *Sample****Notice****Language****for****Merger****of****PII****and****(Prospective)****Non-PII*
>
> Wesharethisinformationwithourthird-partyadvertisingcompanyinorderto 
> marketmoreeffectivelytoyou. 
> Ouradvertisingcompanymaylinkyourname,address 
> ande-mailaddresstootherinformationwhichtheycollect,suchaspastpurchase 
> informationandyourfutureWebusagefromothersites.Byprovidingyourpersonal 
> informationhere,someofyourfutureWebusagewillnolongerbeanonymoustoour 
> advertisingcompany.Tolearnmoreaboutthispractice,clickhere.  
> Tochoosenotto 
> havethisinformationusedbyourthirdpartyadvertisingpartner,clickhere.
>
> *APPENDIX****B*
>
> *NAI****GATEWAY****SITE:****ABILITY****READILY****TO****OPT-OUT 
> FROM****A SINGLE****WEB****LOCATION*
> *(UNDER****DESIGN)*
> *Consumer****Opt**-**Ou**t****Page*
> *Fo**r****Non**-**Personall**y****Identifiabl**e**(Anonymous) 
> Onlin**e**Preferenc**e****Marketing*
> Theeightcompanieslistedbelowcollectnon-personallyidentifiable(anonymous)dataaboutyour 
> browser'sWebactivitytoserveadstailoredtoyourinterests. 
> Youmayoptoutofanyofthese 
> companies’anonymousdatacollectionbycheckingtheboxafterreadinga 
> summaryofthe company'sprivacypolicy.
> Adforceisxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> DIwouldliketooptoutofthisanonymousonlinepreferencemarketingservice.
> AvenueAisxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> DIwouldliketooptoutofthisanonymousonlinepreferencemarketingservice.
> *Burst***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
> D*I**woul**d****lik**e****t**o****op**t****ou**t****o**f****thi**s 
> **anonymou**s **onlin**e **preferenc**e****marketin**g****service.*
>
> *DoubleClick***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
>
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this 
> anonymous****online****preference****marketing****service.*
> *Engage***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this 
> anonymous****online****preference****marketing****service.*
> *L90***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this 
> anonymous****online****preference****marketing****service.*
> *MatchLogic***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this 
> anonymous****online****preference****marketing****service.*
> *24/7***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I****would****like****to****opt out of****this 
> anonymous****online****preference****marketing****service.*
>
> *Consumer****Opt**-**Ou**t****Page*
>
> *Fo**r****Merge**r****o**f****Personall**y****Identifiabl**e****Informatio**n****and*
> *Non**-**Personall**y****Identifiabl**e**(Anonymous**)**Data 
> fo**r****Onlin**e****Preferenc**e****Marketing*
> Thefollowingcompaniesmergepersonallyidentifiableinformation,suchasyourname, 
> addressande-mailaddress,tootherinformationwhichtheycollect,suchaspastpurchase 
> informationandyourfutureWebusagefromothersites.Youmayopt-outofthis
> practicebyanyorallofthesenetworkadvertisersbycheckingtheboxafterreadinga 
> summaryoftheirprivacypolicies.
> *Company****A***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I**woul**d****lik**e****t**o****op**t****ou**t****o**f****th**e 
> **merge**r****o**f****personall**y****identifiabl**e 
> **informatio**n****with **anonymou**s****data.*
> *Company****B***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> DIwouldliketooptoutofthemergerofpersonallyidentifiableinformationwith 
> anonymousdata.
> *Company****C***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx.
> DIwouldliketooptoutofthemergerofpersonallyidentifiableinformationwith 
> anonymousdata.
> *Company****D***isxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
> D*I**woul**d****lik**e****t**o****op**t****ou**t****o**f**th**e****merge**r****o**f**personall**y****ide**ntifiabl**e****informatio**n****with 
> anonymou**s****data.*
>
> *APPENDIX****C*
>
> *SAMPLE****MOCK-UP: 
> ****Merger****of****PII****with****(Previously****Collected)****Non-PII*
>
> *SAMPLE****MOCK-UPS****ARE****ILLUSTRATIVE****ONLY*
>
> Astandardofreasonablenessshouldgoverntheinterpretationof“clearand 
> conspicuous”placementofnoticedisclosures.Employingareasonablenessstandard 
> meansthatNAIcannotestablishhard-and-fastguidelinestodeterminewhatconstitutes 
> clearandconspicuousplacementofadequatenoticedisclosure,becausetheWeb 
> publisherpagesonwhichnoticedisclosureswillappearareofinfinitevariety. 
> Reasonablyclearandconspicuousnoticewillvarywiththecomplexityandstyleofthe 
> Webpageonwhichthenoticemustappear.
> Samplemock-upsareillustrativeofonlyonemannerofhowonemightreasonablyplacesamplenoticelanguagesoastoensureclearandconspicuousnotice.NAIbelievesthatthesamplemock-upprovidedontheattachedpagefallswithinthe 
> reasonablenessstandard. 
> Nevertheless,noticemustbeprovidedatthetimeandplaceofcollectionofPIIforpurposesofmergerwithNon-PIIaboveorbeforethesubmitbutton.
>
> *APPENDIX****D*
>
> *SAMPLE****MOCK-UP: 
> ****Merger****of****PII****with****(Prospective)****Non-PII*
>
> *SAMPLE****MOCK-UPS****ARE****ILLUSTRATIVE****ONLY*
>
> Astandardofreasonablenessshouldgoverntheinterpretationof“clearand 
> conspicuous”placementofnoticedisclosures.Employingareasonablenessstandard 
> meansthatNAIcannotestablishhard-and-fastguidelinestodeterminewhatconstitutes 
> clearandconspicuousplacementofadequatenoticedisclosure,becausetheWeb 
> publisherpagesonwhichnoticedisclosureswillappearareofinfinitevariety. 
> Reasonablyclearandconspicuousnoticewillvarywiththecomplexityandstyleofthe 
> Webpageonwhichthenoticemustappear.
> AppendixD providessample“mock-ups”ofrobustnoticeandchoiceprovidedat 
> thetimeandplaceofcollectionofPIIforpurposesofmergerwithprospectiveNon-PII. 
> ThesamplenoticeisclearandconspicuousinthecontextofthisparticularWeb-site 
> mock-up. 
> Thissampleisillustrativeonly;however,forthiscategoryofmerger,allsuch 
> opt-outnoticesinthescreenpresentedtotheusershallbesubstantiallysimilarinclarity
> andprominencetothissamplenotice.Moreover,noticemustbeprovidedatthetimeand
> placeofcollectionofPIIforpurposesofmergerwithNon-PIIaboveorbeforethesubmit 
> button.
> http://www.doubleclick.net/datagrp/notice/noticeindex.html
>
> *DEFINITIONS*
>
> *Ad****Delivery****and****Reporting***–AdDeliveryandReportingincludes:(1)providinga 
> specificadvertisementbasedonaparticulartypeofbrowserortimeofday;(2)statistical 
> reportinginconnectionwiththeactivityonaWebsite;(3)trackingthenumberofads 
> servedonaparticulardaytoaparticularWebsite;and(4)othernon-OPMuses.  
> Data 
> usedforAdDeliveryandReportingcaninclude:typeofbrowser,operatingsystem, 
> domainname,dayandtimeofvisit,page(s)visitedandsearchterm(ifany)andother
> data(notincludingtheuseofclickstreamdataacrossWebsitesforOPM)thatisnotused 
> toidentify,contactorlocateanindividual.
> *Non-Personally****Identifiable****Information****(Non-PII)***–Non-PIIusedforOPMby 
> networkadvertisersisnotlinkedtoaparticularpersonandistypicallycompiledfrom 
> clickstreaminformationcompiledasabrowsermovesamongdifferentWebsites(ora singleWebsite)servicedbyaparticularnetworkadvertiserorfrominformationprovided 
> bythirdparties(solongasthatinformationisnotpersonallyidentifiabletothenetwork 
> advertiser).
> *Online****Preference****Marketing****(OPM)***–OPMisaprocessusedbynetworkadvertisers 
> wherebydataistypicallycollectedovertimeandacrossWebpagestodetermineor 
> predictconsumercharacteristicsorpreferencesforuseinad 
> deliveryontheWeb.The 
> OPMprocesscanusenon-personallyidentifiableinformationoracombinationof 
> personallyidentifiableinformationandnon-personallyidentifiableinformation.OPM 
> doesnotrefertotheuseofdatabynetworkadvertisersforAdDeliveryandReporting. 
> OPMexcludestheuseofdataprovidedbyaWebsiteoradvertiserdirectlytothe 
> networkadvertiserandusedbythatnetworkadvertiserforInternetadvertisingsolelyon 
> behalfofsuchWebsiteoradvertiser.
> *Personally****Identifiable****Information****(PII)***–PIIisdatausedtoidentify,contactor 
> locateaperson,includingname,address,telephonenumber,orE-mailaddress.
> *Services***–Anetworkadvertiser“services”aWebsitewhenitcollectsNon-PIIorPII
> datafromthatWeb-siteforthepurposesofOPM.
> *Web***--TheWebisactuallyjustoneserviceontheInternet.Itisacollectionofgraphical 
> hyper-linkeddocumentsmadepubliclyavailableoncomputers(orWebservers)around 
> theworld.Theinformationontheseserverscanbeviewedoraccessedwithabrowser.
>
>
Received on Wednesday, 10 October 2012 11:33:40 UTC

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