‘Power Eye’ Lets Consumers Know Why That Web Ad Was Sent to Them (AdAge)

Starting this week, AT&T, American Express, Microsoft and dozens of other major marketers will pull the veil off their web ads and show consumers what’s inside. The system, deployed by a start-up called Better Advertising, will place an icon in the upper right-hand corner of the ads that looks like a cross between an eye and power button called the “power eye.” Consumers who mouse over the icon will get a view of all the data that was used to target the ad, as well as the option to opt-out of future targeting by those companies.

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