INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE

• AAAA, ANA, CBBB, DMA, IAB Convene Task-Force (April 2008)

• Coalition begins drafting industry principles with 8 trade associations and 25 companies (October 2008)

• FTC releases revised principles (February 2009)

• Coalition releases Self-Regulatory Principles for Online Behavioral Advertising (July 2009)

– 7 principles focused on education, transparency, consumer control, data security, material change to privacy policy, sensitive data, and accountability

• Industry Consensus and Adoption– Unanimous Support at the Board level– Collectively the AAAA, ANA, DMA, and IAB represent over 5,000 companies– Adherence to the OBA Principles a requirement for membership

Better Advertising Consumer Experience

Step 1:Better Advertising delivers “I” icon automatically on behavioral ads. User has option to click for more info

Better Advertising Consumer Experience

Step 2:Clicking icon expands overlay with complete notice, including educational links, more information about the vendors behind the ad and opt-out options

Better Advertising Consumer Experience

Confidential | Draft for Discussion Purposes Only7

Step 3:Users who click on the overlay are taken to a new page where they can learn about the vendors behind ad, with rich detail on practices, and opt-in/out

Accountability

• Council of Better Business Bureaus– OBA Principles partner– Received 6 proposal from potential technical partners in January 2010– Funding secured for development and plan to be operational by 3Q 2010– Ability to monitor the entire ecosystem

• Direct Marketing Association– OBA Principles partner– Incorporated Principles into existing Member Code of Conduct on October 19,

2009– Enforcement against members set to begin July 1, 2010

• TRUSTe– Standards closely align to OBA Principles– OBA pilot program announced on January 26, 2010– Publisher focused solution with AT&T and Comcast as cornerstone clients