June 12, 2012
In this issue of Focus on Data Governance Law, Timothy Banks considers The Office of the Privacy Commissioner of Canada's new detailed policy position regarding on-line behavioural advertising and how this will affect Canadian companies doing business on-line.
The Office of the Privacy Commissioner of Canada (OPC) has released a more detailed policy position regarding on-line behavioural advertising. This is a must-read for companies conducting on-line behavioural advertising strategies in Canada.
The OPC defines on-line behavioural advertising as the practice of advertising service providers targeting website visitors with advertisements that are chosen based on tracking a person’s browsing activity across multiple websites. The OPC provides the following example: “a user has visited websites about pets in the past, then ads related to pets might be shown on various web sites, even sites that are not related to pets (e.g., an online newspaper).” On-line behavioural advertising differs from first-party targeted advertising where the organization’s advertising is based solely on the profile of an individual with whom that organization has a relationship and is not based on tracking the individual across multiple websites.
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