Understanding
Online Advertising

Frequently Asked Questions

What Are My Options?
What choices do I have regarding IBA/CAA?

Consumers have a variety of options available to customize their web and app experience ranging from browser controls and add-on utilities to opt-out tools. Learn more about those options.

How do I know which NAI member companies have placed cookies on my computer?

The NAI opt-out tool automatically scans your browser to look for Interest-Based Advertising cookies set by each of our member companies. Simply go to the opt-out page to check your browser.

How does the NAI opt-out tool work?

The NAI opt-out tool reports which NAI member companies have placed a cookie on your browser that can be used for Interest-Based Advertising on your browser by checking for the presence of such cookies and reporting back whether it found any “active” cookies. The NAI opt-out tool also allows you to set cookies that will tell NAI members you do not want to participate in Interest-Based Advertising. The tool does not delete all cookies on your browser nor does it necessarily replace other cookies delivered by NAI companies, such as those that are used for ad reporting or ad serving purposes that, for example, allow advertisers to change the sequence of ads, as well as to track the number of ads delivered. Also, the opt-out tool affects only the browser that is used. On mobile devices, for example, it would apply to the particular browser that was used to visit NAI’s opt-out page, and not cross-app advertising or interest-based advertising on a different browser. If you use private browsing mode or switch users in your browser, you will likely need to revisit the NAI opt-out page since the cookies on your browser will have been removed or modified.

Please Note:  Technology used to deliver interest-based advertising continues to evolve and change.  As of the date of publication of this page, this opt out covers interest-based advertising delivered to your browser via HTTP cookies only.  It does not cover the use of other technologies on your browser that NAI member companies may use to deliver interest-based advertising. NAI and its members are currently working on developing a mechanism to allow you to opt out of the use of non-cookie technologies for Interest-Based Advertising by NAI members. NAI is working with its members during an implementation period to ensure that new business models and non-cookie based technologies are implemented by NAI members in a manner that is consistent with the Guidance on the Use of Non-Cookie Technologies for Interest-Based Advertising.

Will I ever need to renew my opt-out choices or opt out again?

If you opt out of Interest-Based Advertising by one or more NAI member companies where they are using HTTP cookies, that choice will be stored in “opt-out cookies.” The NAI requires that such opt-out cookies have a “lifespan” of at least 5 years. However, if you ever delete opt-out cookies from your browser (such as by clearing all cookies), buy a new computer, or change web browsers, you may need to renew your opt-out choices. In addition, browser settings that limit the duration of cookies, such as private browsing mode or options to treat all cookies as session cookies, will also limit how long your opt-out will last. You may need to renew your opt-out whenever your browser resets your cookie settings. To help preserve your opt-out choices, learn more about the DAA's Protect My Choices opt-out protector utility. NAI member companies essentially need to be able to read an "opt-out" cookie on your browser to know not to collect and use data for Interest-Based Advertising purposes. You can check the status of your opt-out choices from the NAI opt-out page at any time.

You will also need to update your choices once the opt out tool covers the use of other technologies that NAI member companies may use to deliver interest-based advertising. NAI and its members are currently working on developing a mechanism to allow you to opt out of the use of non-cookie technologies for Interest-Based Advertising by NAI members. NAI is working with its members during an implementation period to ensure that new business models and non-cookie based technologies are implemented by NAI members in a manner that is consistent with the Guidance on the Use of Non-Cookie Technologies for Interest-Based Advertising.

Can my browser settings interfere with the use of the NAI opt-out tool?

Yes.
Your browser must be set to accept third-party cookies in order for the NAI opt-out tool to work. Settings that limit the duration of cookies, such as private browsing mode or browser options that treat all cookies as session cookies, will limit how long your opt-out will last.

Attention Safari users: Apple presets the Safari browser to block cookies from sites other than those you visit directly. As a result, the NAI opt-out tool, which uses third-party cookies, generally will not work on browsers left in this default setting. If you are using Safari and wish to use the NAI’s opt-out tool, you can change your cookie settings to allow all cookies and then use the NAI opt-out tool. Opt-out cookies for the selected NAI member companies can then be placed on your computer or device. You can change your cookie settings back after completing this action, if desired.
Having problems?

Attention Internet Explorer users: Yahoo! has a security path that allows Internet Explorer to block its ad network (third-party) cookies when a user's browser privacy setting is set to "Medium High" or "High." As a result, the NAI opt-out tool, which uses third-party cookies, cannot place Yahoo!’s opt-out cookie for browsers that use this setting at this time. For more information on changing your IE browser settings click here.
Having problems?

Will I still get ads if I opt out using the NAI tool?

Yes. Opting out of Interest-Based Advertising by one or more NAI member company using the NAI opt-out tool stops those companies from engaging in Interest-Based Advertising for your browser. You will still see ads, some of which may be delivered by NAI member companies. However, because the NAI member companies from which you have opted out will no longer use Interest-Based Advertising data to target those ads to your computer, the ads may be less relevant.

Will using the NAI opt-out tool automatically delete all of an NAI member's cookies from my computer?

Not necessarily. Some NAI members offer services that are unrelated to Interest-Based Advertising, and others place cookies on your browser for purposes such as ad delivery and reporting, such as fraud prevention, and limiting the number of times you see an ad. Opt-out cookies signal to NAI member companies not to tailor ads based on information collected across websites, but they may leave the cookies used for other purposes in place.

What do I do if I have a problem with the opt-out tool?

If you encounter technical difficulties while trying to opt out, we ask that you first try again.

If you continue to experience problems, please visit our support page.

What do I do if I think an NAI member has violated the NAI Code?

Please contact NAI staff!

We rely in part on consumers to help identify possible violations by NAI members of the NAI Code.
Click here to file a complaint about a member.