Behavioural Internet Advertising is an extremely effective way of reaching a huge audience, but it is causing some controversy in the US.
A representative of the Texas attorney general's office told ClickZ News that some states in the US could be looking to target the behavioural ad sector and certain online advertising firms.
A possibility is that the Federal Trade Commission could launch an investigation into possible privacy infringements.
However, the industry itself believes that self-regulation is adequate, with most of the major internet players signing up to the Network Advertising Initiative (NAI).
The NAI is the primary self-regulatory body for behavioural ad technologies. Yahoo is already a member, and Microsoft and Google are both also looking to join.
Behavioural ad targeting is becoming increasingly refined. The growth of social networks, on which users post personal information, is likely to mean that online advertisers will be able to pinpoint their audiences exactly and not bother internet users with irrelevant promotional material.
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