In the interest of transparency--and in the wake of a growing backlash--marketers and agencies are finally telling consumers more explicitly and prominently about how they can opt out of tracking. These systems aren't perfect, but they're a good start to helping consumers regain trust that truly private details might remain, well, private.
- The Network Advertising Initiative invites consumers to opt out of cookies (see above graphic).
- Yahoo recently discussed its privacy policies and opt-out options for consumers.
- Rapleaf offers consumers a way to see what's been collected about them and opt out if they choose.
- Google explains the data it collects for ad targeting, and offers opt-out choices for consumers who don't want to be tracked.