Online Behavioural Advertising (OBA) is all about how marketers use technical methods to track which websites you visit to build a profile of you as a consumer. The end goal is to deliver types of adverts that the marketer believes would interest you. How this works is explained here by the IAB UK.
Importantly, most of the time these marketers don't know your name or where you live etc. But it's this perception of a lack of privacy that meant the industry developed standards to help consumers understand what's happening and take control of what information they wish to share.
The European Interactive Digital Advertising Alliance (EDAA) is based in Brussels and runs the OBA Self-Regulatory Certification Programme for companies within Europe. They manage the process of licensing the Ad Choices (OBA) icon and also administer the Certification programme to these European standards.
ABC is an OBA Certification Provider approved by the EDAA and authorised to distribute the EDAA's Trust Seal to companies meeting the relevant requirements.
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