New Tool Allows Consumers To Manage Behavioral Targeting Preferences

Spam compliance company UnsubCentral will unveil a new service Thursday that enables marketers to allow Web users to manage the types of behaviorally targeted ads they receive.

The new program, dubbed PreferenceCentral, will allow brands to collect information directly from consumers about whether they want targeted ads, and if so, for which types of products. The program is designed to work in conjunction with the soon-to-debut behavioral targeting icons, which will carry metadata that includes information about the advertiser and links to the company. The PreferenceCentral platform can be included in the icons' landing page for marketers; consumers who click on that link would be able to visit a marketer's page where they can let the company know their preferences regarding behaviorally targeted ads. The tool is slated to launch in the third quarter.