BlueKai Inc., Lotame Solutions Inc., and eXelate Inc. are three companies participating in the Open Data Partnership. The Open Data Partnership is a project where consumers can control how much information is collected about them for advertisers to use. For example, you can edit the interests, demographics, and other profile information collected. You can also choose not to be tracked at all. The Open Data Partnership is expected to launch in January and there are 8 companies participating.
Once the system is live, more companies will join. Google and Yahoo! are not involved in this project. “The government has told us that we have to do better as an industry to be more transparent and give consumers more control. This is a huge step in that direction,” stated the CEO of the Better Advertising Project Scott Meyer. Better Advertising is directing the Open Data Initiative. Users will be able to edit their information after clicking on an icon (a lowercase “i” in a triangle). BetterAdvertising.com will have a list of all the data tracking firms that have collected information that is used.
[Wall Street Journal]