Interest Based Advertising (IBA), also known as Online Behavioural Advertising, delivers advertisements to the users of an Internet-enabled device based on Web browsing activity or interests demonstrated on that device, or ‘behaviour’ of that device.

An IBA cookie on the device may note the subject matter of searches or visited Web pages and allows the device to be assigned to one or more pre- defined interest categories using a unique number. Relevant advertising is then delivered to that device according to the interest category associated to that device.

Download the latest OBA Guidelines below.