US debates privacy issues of online ads

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: it does not collect any personally identifiable information about consumers and that it requires Internet service providers to notify their subscribers about its advertising system. On Tuesday, however, the Redwood City company unveiled a new set of privacy protections, including an online notification system and an opt-out mechanism for consumers.

“NebuAd is committed to driving innovation in online advertising while pioneering industry-leading privacy practices,” NebuAd CEO Bob Dykes said in a statement. Besides NebuAd, Wednesday’s hearing may also examine Facebook’s Beacon monitoring tool, which tracked online purchases made by Facebook members and sent alerts to their friends on the site.

In addition, the committee will explore the need for stronger online privacy protections in general. Among the issues on the table: whether Internet companies should be expected to make their programmes “opt-in” (you’re automatically excluded from a service unless you sign up) or whether “opt-out” (you’re automatically in unless you speak up to say no) is acceptable.