PrivacyChoice API Makes Tracking Privacy Easier for Websites and their Users

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New API automates website-based notices now required by industry and government initiatives.

PrivacyChoice, an innovator in online privacy, has announced the availability of the PrivacyChoice API, which enables websites to painlessly provide enhanced privacy disclosure about third-party tracking. The service automatically maintains a customized list of ad and data partners for any site, making it easy to provide useful and complete disclosure within the site’s own privacy experience. The new service simplifies compliance with new industry directives the United States and cookie-consent regulations in the European Union.

“Websites have a major stake in the privacy framework for online tracking, particularly with the availability of Do-Not-Track features in browsers,” said PrivacyChoice Founder Jim Brock. “Now publishers can offer a more informative and detailed explanation of tracking privacy within the bounds of their own sites, without sending users to a generic global opt-out. They can also ensure that their disclosure is complete, given the limitations of icon-based disclosure in ads.”

The new API, announced at the 2nd annual Privacy Identity Innovation conference (pii2011), reflects learning since PrivacyChoice launched the first prototype website disclosure tool – PrivacyWidget – in 2009. Brock said, “One key lesson has been that websites appreciate the ease of an automated process, but also want the ability to customize and integrate disclosure and choices.”

The new API leverages the PrivacyChoice Tracker List, the first public database of tracking company information. The list, which covers nearly 400 tracking companies around the world, is continuously curated and includes for each company their use data, key privacy policies, industry oversight and user choices. PrivacyChoice also licenses the Tracker List database to privacy application providers.

For more information and to review the detailed API specifications, contact api(at)privacychoice(dot)org.

About PrivacyChoice
Founded in early 2009, the PrivacyChoice mission is to make online privacy easier for web users and websites. PrivacyChoice offers a suite of privacy tools for tracking awareness, tracking control, website privacy scanning, and automated website privacy disclosure. The PrivacyChoice database and tools have been featured in the Wall Street Journal’s online privacy coverage, and were cited in the FTC’s recent privacy report.

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Jim Brock
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