INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE AAAA, ANA, CBBB, DMA, IAB Convene Task-Force (April 2008) Coalition begins drafting industry principles with 8 trade associations and 25 companies (October 2008) FTC releases revised principles (February 2009) Coalition releases Self-Regulatory Principles for Online Behavioral Advertising (July 2009) –7 principles focused on education, transparency, consumer control, data security, material change to privacy policy, sensitive data, and accountability Industry Consensus and Adoption –Unanimous Support at the Board level –Collectively the AAAA, ANA, DMA, and IAB represent over 5,000 companies –Adherence to the OBA Principles a requirement for membership

Better Advertising Consumer Experience Step 1: Better Advertising delivers “I” icon automatically on behavioral ads. User has option to click for more info

Better Advertising Consumer Experience Step 2: Clicking icon expands overlay with complete notice, including educational links, more information about the vendors behind the ad and opt- out options

Better Advertising Consumer Experience Confidential | Draft for Discussion Purposes Only 7 Step 3: Users who click on the overlay are taken to a new page where they can learn about the vendors behind ad, with rich detail on practices, and opt-in/out

Accountability Council of Better Business Bureaus –OBA Principles partner –Received 6 proposal from potential technical partners in January 2010 –Funding secured for development and plan to be operational by 3Q 2010 –Ability to monitor the entire ecosystem Direct Marketing Association –OBA Principles partner –Incorporated Principles into existing Member Code of Conduct on October 19, 2009 –Enforcement against members set to begin July 1, 2010 TRUSTe –Standards closely align to OBA Principles –OBA pilot program announced on January 26, 2010 –Publisher focused solution with AT&T and Comcast as cornerstone clients