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How the Cookie-based Opt-out Mechanism Works

Last updated on May 29, 2018

The opt-out mechanism works through a call to OpenX, which sets a special cookie for the user (the opt-out cookie) telling OpenX to stop tracking the user. Therefore, in order for a user to opt out, they must accept cookies. When a user opts out, OpenX stops further segmentation-related tracking, and removes any previously-collected segmentation-related data. A user remains opted out for five years, unless they clear their cookies, in which case, their opt-out is invalidated.

You can implement the opt-out mechanism on your website; for example, on a privacy page. Alternatively, if you are working with the NAI, you can provide it to them so that they can host it in their opt-out system. It is also possible to embed these privacy controls directly into ads or preference management systems you may already operate.

OpenX supports a variety of interfaces to the opt-out privacy control, allowing you to choose between a range of user experiences and implementations. The underlying behavior of the control, regardless of the interface you choose, is as follows:

  1. Your implementation triggers a call to the opt-out control:

    Where is the custom hostname of your OpenX delivery server.

  2. OpenX sets the user opt-out cookie and performs a test to see that the user accepted the cookie.

    From here, OpenX provides a way for you to determine the success (or failure) of the opt-out, and to manage the user experience appropriately, depending on the interface that you use. Each of the supported interfaces results in a call to a single privacy control endpoint, which changes behavior based on the HTTP “Accept” header: