AOL users are now being given the power to restrict unwanted ads. The latest news announcement from AOL comes as a big respite for its users who have been plagued by the marketers since the inception days of "internet advertising".
According to the announcement, AOL’s newly developed program will take the consumers to the correct place which will enable them to block/opt out of ads.
So who is behind this and how does this work? Apparently, the company behind the development opt out mechanism is Tacoda, the same company which was bought by AOL very recently.When the user selects opt-out a cookie is sent out to his computer which blocks the ad from appearing.The deletion of opt-out cookie is ensured by AOL’s strong system.
Majorly these ads have been dependent on "cookie" to target the internet users. These cookies monitor online activities of users and keep a track of the places they visit,figure out their daily online activities and on the basis of that send commercial messages.
AOL’s Executive Vice President stated, "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,"
The timing of AOL’s announcement is critical as this Thursday the American FTC(Federal Trade Commission) has a meeting to address various issues related to tracking of consumer activities.