Will you opt-out of behavioural advertising?

An opt-out tool will soon make behavioural advertising a thing of the past for those who don't like it. (iStock)A new tool to let Canadians opt out of online behavioural advertising should be available by the end of the year, according to IAB Canada.

Behavioural ads are those that appear because of a user's "cookies," files that remain on a user's computer and contain information about usage history and habits.

For example, a user who searches for chocolate cake recipes might be presented with baking-related ads as he or she continues to browse the web.

Advertisers like them because they present relevant ads to interested users.

Many users, however, feel they're privacy is being invaded - even if their cookies aren't transmitting personal information to the advertisers.

When the tool is made available, ads that are behavioural will have a small blue 'i' appear on them. The icon links to aboutads.info, which includes an opt-out feature used by about 160 ad agencies, ad networks and companies, including American Express, Dell, Delta, Forbes, Google, Microsoft, Verizon and Yahoo!

Advertisers appear to be game for the opt-out option, according to Paula Gignac, the outgoing president of IAB Canada, a non-profit association representing the digital marketing and advertising industry.

"There wasn't any push back at all," Gignac said. "Advertisers, agencies, publishers, networks really realized that the consumer is in control and they have to be good to the consumer."

Will you take advantage of the opt-out tool? Why or why not? How do you feel about the practice of behavioural advertising? Share your comments in the field below.


(This survey is not scientific. Results are based on readers' responses.)