What would Yahoo! do?

March 12, 2009

At last count, we’re showing around a hundred ad networks and marketing organizations who use cookies across websites. Much of the Google coverage focused on the standard this sets for the industry.

Formerly (?) the leader on consumer privacy, Yahoo! already has an opt out cookie. Surely they will now offer the browser plug in as well, perhaps in bipartisan spirit building on Google’s open code.  Will they expose the users’ interests to themselves? I would say, yes — not much work, it doesn’t have to completely show all interests and demographics you are tracking about them (right?), and it creates premium inventory (someone who has helped build their own profile!).

What about AOL/Platform-A? From there, how far down the chain will full disclosure and opt-out go?

Certainly the survey so far indicates a pretty wide range of policies about opt-out. Here’s the list of ad networks or other cookie collectors who don’t have opt-outs (that I could find, and I emailed many of them to confirm):

adap.tv
adbrite.com
adconion.com
adengage.com (Technorati)
adknowledge.com
adlegend.com
adotube.com
amazon.com (affiliate network)
blogads.com
brightcove.com
burstmedia.com
cj.com (Commission Junction)
clearspring.com
clickability.com
clipsyndicate.com
congoo.com
contextweb.com
cpxinteractive.com
dedicatednetworks.com
exponential.com
gigya.com
gorillanation.com
iacadvertising.com
io-me.com
kiptronic.com
kitaramedia.com
kontera.com
linkshare.com
lookery.com
lucidmedia.com
phorm.com
popularmedia.com
quantcast.com
shorttailmedia.com
smartfocusdigital.com
spotxchange.com
tattoomedia.com
tribalfusion.com
videoegg.com
yumenetworks.com

I suppose these are the players who have furthest to go, and we will expect to lag in anything Google and the other big players do.

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