The online and mobile collection of consumer data for purposes of online behavioral advertising (OBA) raises significant privacy concerns. Many consumers want advertising that is more tailored to their interests. Others may be less enthusiastic about the collection and use of data to serve advertising to them based on inferred or predicted interests.

In the last article in this series, we discuss OBA, the FTC's proposed regulatory framework and guidance for protecting consumer data online, as well as the advertising industry's self-regulatory efforts.

OBA is generally understood as the collection of data (through a specific computer or device) over time and across multiple, unrelated websites, regarding online activity for purposes of delivering online advertising to consumers based on predictions or inferences drawn from online behavior. OBA is not first-party advertising or in-site contextual advertising. Behavior is tracked and data collected, for example, by the placement of cookies on a consumer's browser, or through apps on and functionality of mobile devices. This information is compiled and used to more effectively serve advertising.