ADSENSE PUBLISHERS _ TODAY [April 8] IS THE DEADLINE FOR UPDATING YOUR PRIVACY POLICIES
Google has changed the technology used to serve ads, and are now using the DoubleClick DART cookie. Google requires that all Adsense publishers include statement that identify that:
1. A third party vendor uses cookies to serve ads on your site
2. Google’s DART cookie enables it to serve ads based on the users website visits
3. Users may opt out of the use of the DART cookie by visiting the Google’s ad and content network privacy policy.
In essence, you must make it clear in your policy that behavioral data is being collected for advertising puposes, and provide users with a choice for the data not to be collected.
You must also indicate that any personal data that is collected, is only retained as long a necessary to complete any consumer transactions and meet regulatory requirements, and obtain specfic consent before any sensiteve personal data, such as name, SSN etc is collected.
Websites that do collect data under the above parameters, may not subsequently change the rules and then use previously collected data in a new way. In other words, no retrospective changes!
