The program is the work of a collective of advertising trade groups that are trying to regulate themselves, perhaps in the hopes of avoiding stricter oversight from federal regulators. The program includes the use of an icon called the Advertising Option Icon that marketers can place near their ads or on Web pages that collect data that is used for behavioral targeting. The new icon may help consumers recognize the chances to opt out more easily, but it s likely to take a long time before it becomes well-known enough to make any sort of difference.
Source: https://threatpost.com/ad-groups-try-make-opting-out-tracking-ads-easier-100410/74543/