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To avoid that, the NAI is creating a partnership between consumers and advertisers that can help the free internet thrive.

“We try to find a balance so that a company can have a legitimate business model and help provide free internet content that is supported by ad revenue, as long a company provides transparency and the opportunity for consumers to express their choice,” Leigh said.

The NAI is a group of over 100 members — companies from Google to Rocketfuel — that have joined forces to make data collection more responsible and transparent to consumers.

NAI President & CEO Leigh Freund gave us more insight into the organization’s values when we spoke with her recently.

You’re sitting in your car at a stoplight at that intersection, and you start looking around.

Third-party advertisers are like the billboards at that intersection, but instead of being static and displaying one image, they’re dynamic and can change content based on the interests of whoever is looking at them. The question many consumers have is: How do advertisers know consumer interests?

The businesses that make up the NAI felt it had a responsibility to be transparent in explaining the process.

“Companies realize it is part of their responsibility to commit to consumers and have a standard for data collection and use,” Leigh said.

NAI members know consumer collaboration is the best way to move forward, and they want to build that trust.Without that ad revenue, many websites would not be profitable, leading some of them shut down.That scenario would leave larger sites — most likely with paywalls — as the rulers of the web.She thought finding the ad was serendipity, but I told her it wasn’t just blind luck. When you browse online and then see an ad for that topic pop up on another website, it’s called Interest-Based Advertising.When you later see that topic show up in an ad on your mobile device, that’s called Cross-App-Advertising.

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