Online marketers are taking steps to ensure choice for consumers seeking to opt-out of behaviorally targeted or interest-based ads. DMA and a broad coalition of advertising associations have stepped up to the FTC's challenge to self-regulate or be regulated, and now marketers are leading the charge. This session will begin with a presentation by Publishers' Clearing House showing compliance across the total advertising chain: the advertiser, publisher, consumer and others involved in delivering these ads and capturing data. The DMA will then present additional case studies from companies participating in the Digital Advertising coalition and the preferred providers for compliance. The session will stress the latest on the enforcement and self-regulation that is underway protecting online ads.