We're seeing more and more Internet users download their own transparency tools. Ghostery is one that comes to mind, but I believe there are others. They're browser-based plug-ins that tell an Internet user which cookies are being dropped by which companies on the websites that they visit. Certainly, users can be provided with that mechanism with some additional transparency. We're seeing more and more Internet users utilize those exact types of tools.
Moreover, in the industry self-regulating program—and here I'm talking about the United States—there are two websites. One is called networkadvertising.org and the other is aboutads.info. Both of those websites enable users to opt out from all member companies.
Again in the United States, it's probably worth noting that we're seeing more and more forward-looking little icons on digital advertisements that are being targeted with online behavioural advertising data. From the user's perspective, looking at that little dot on the advertisement may not let that person know exactly which company is targeting them, but it does provide a mechanism for them to understand a little bit more about the practice of online behavioural advertising and then let them go to the opt-out page.