On the interactive advertising front, the MPA established an Internet Advertising Measurement Task Force to create a fair, unbiased, equitable measurement system. MPA has issued its Proposed Standards for Internet Advertising Measurement which state broadly that although all Internet advertising should be measured according to the same standards, the Internet does not necessarily have to adhere to standards that are comparable to other media. MPA cites appropriate measures for third party audits including, the total audience that visits a site, the total number of individual users that see a page with an ad on it, and some demographics. The Online Privacy Alliance is a group of more than 80 global corporations and associations who have come together to introduce and promote industry-wide actions that will foster the protection of individuals' privacy online and create an Internet environment of trust. The Online Privacy Alliance has issued Guidelines for Online Privacy Policies , one of the many moves the Alliance has made to help promote and create a system that safeguards individuals' privacy and information on the Internet through self-regulatory policies and practices.
Web sites using the platform indicate the level of data they want to collect from the consumer.
The consumer indicates the level of data he or she is willing to give to the web publisher. If those levels match, a seamless connection takes place. If not, the user is notified of the additional information that will be collected and given options for accessing the site. Consumers would be able to set their privacy preferences according to recommendations from trade groups or consumer trade groups. P3 was designed to be interoperable with other solutions, be they technically driven, market driven or policy driven.