Best practices for websites

Over 80% of all ads use behavioral targeting. If your site shows behavioral ads, here’s how to make sure you’re following best practices when it comes to user privacy.

1. Work only with reputable ad companies.

Only install ad tags from third-party ad companies that follow best privacy practices and are subject to oversight through the Network Advertising Initiative. Look up your ad partners in the PrivacyChoice Index to find out more.

2. Get it in writing.

Your agreements with third-party ad companies should include their specific commitments to protect user privacy, which also helps you confirm just how data from your site may be used and sold for other purposes. For more information on what to look for, see the Interactive Advertising Bureau guidelines.

3. Verify who’s collecting data.

Because one ad company can use ad tags on your site to give access to other companies, you need to regularly check to confirm which companies actually are accessing user data through your site . You can do this yourself using tools like TrackerScan or Ghostery; or you can automate the process with PrivacyChoice site scans.

4. Keep your users informed.

Make it clear to your users which other companies collect data on your site, and provide links to privacy disclosures and opt-outs. Add a list of companies and links to your site’s own privacy policy, or even better, create a new page just for this disclosure (so it doesn’t get lost in privacy boilerplate). Either way, link to this list separately from every page on your site where you have ad tags. Use a title like “Your Ad Choices.” (You can automate this disclosure with a PrivacyWidget.)