FAQs on Non-Cookie Technologies

The NAI Guidance for the Use of Non-Cookie Technologies

The NAI has released its Guidance for NAI Members: Use of Non-Cookie Technologies for Interest-Based Advertising Consistent with the NAI principles and Code of Conduct (Beyond Cookies Guidance). This Guidance was created to help NAI members use non-cookie technologies in a manner consistent with the NAI Code of Conduct. The following are some FAQs on Non-Cookie Technologies:

  1. What is a non-cookie technology?
  2. What is a statistical identifier?
  3. What is the Implementation Period?
  4. How long will the Implementation Period last for?
  5. What is the NAI's new opt-out tool?
  6. Do the NAI's opt-out requirements apply to the use of non-cookie technologies?
  7. Can I opt out from the use of non-cookie technologies for Interest-Based Advertising?
  8. Where can I find out more about Addendum A or examples of partner website notice?

What is a non-cookie technology?

Non-cookie technologies are mechanisms, other than cookies, used to identify your browser, which can include technologies such as browser cache, locally stored objects (LSO's), or statistical identifiers. Such identifiers are used for many purposes including, but not limited to, ensuring your online banking is secure, preventing online advertising fraud, or to engage in Interest-Based Advertising or Ad Delivery and Reporting.

What is a statistical identifier?

Statistical identifiers are identifiers calculated from the characteristics of your browser or device that distinguishes it from other browsers or devices. These identifiers are calculated either from the data your browser or device shares automatically (passive) or with additional data specifically requested from your browser or device (active).

What is the Implementation Period?

NAI will work with its members to help them understand and implement the Beyond Cookies Guidance during an implementation period. During this implementation period, NAI will host several webinars for members to more fully understand the Guidance and their obligations under the Code of Conduct when using non-cookie technologies for Interest-Based Advertising or Ad Delivery and Reporting. NAI will also work with members to complete and test a new opt-out tool that will facilitate controls of non-cookie technologies and enable members to provide additional transparency around non-cookie technologies in a manner similar to that which it currently provides by HTTP cookie technology.

How long will the Implementation Period last for?

The NAI will keep the Implementation Period in effect for as long as it takes to test and integrate the new opt-out tool. NAI members make up a wide variety of companies throughout the ad-tech eco system. Integrating a new opt-out technology that serves all corners of the 3rd party ecosystem may require additional testing to ensure consumer opt outs are effective.

What is the NAI's new opt-out tool?

NAI is currently developing and testing a new centralized opt-out tool. This new tool will inform consumers when NAI members use non-cookie technologies for Interest-Based Advertising as well as offer a redesigned opt-out experience. NAI is currently working with members to test and publish its new tool and will continue to do so during the Implementation Period.

Do the NAI's opt-out requirements apply to the use of non-cookie technologies?

Yes, when a user opts out of Interest-Based Advertising, NAI members honor that choice regardless of the technologies they may use.

Can I opt out from the use of non-cookie technologies for Interest-Based Advertising?

Yes. NAI members that use non-cookie technologies are required to provide an IBA opt-out on their own website in addition to the NAI opt-out tool. Please visit and review NAI members' websites to learn more about their technology and to opt out of their use of non-cookie technologies directly on the member company's website. Under the Guidance, NAI members will also be required to offer a centralized consumer opt out of non-cookie technologies through the NAI's new opt-out tool once it is published to the NAI opt-out page.

Where can I find out more about Addendum A or examples of partner website notice?

We have provided some language to help guide NAI members and partner websites in Addendum A.