AOL lets users opt out of targeted ads

Behaviourally targeted ads use cookies (small files that are stored on a users’ computer) to keep track of where the user has visited online. These cookies are then used by behavioural ad networks to send targeted ads.

AOL will use the technology developed by Tacoda, a behavioral targeting solutions company that AOL acquired earlier this year, to create the opt-out system.

Curt Viebranz, president of AOL's Platform-A, said: "Our goal with this program is to engender greater trust for targeted advertising by communicating with consumers in a more visible way, and by providing them more information about their choices.

“AOL believes that doing more to explain to users the choices they have over the way their data is used, and helping them exercise those preferences will help them feel more in control."

The new opt-out technology will store users' preferences that would remain in the computer even if the user chooses to delete their cookies. With stored preferences, behavioral targeted ads will be blocked if a user has opted out.

The company will launch an opt out information campaign via banner ads across its Web sites as well as other third-party Web sites where it sells ads.