Amazon is rolling out more controls for their customers allowing them to choose whether they would like to receive interest-based ads in their Alexa experience.

Interest-Based Advertising is the collection of data across web domains owned or operated by different entities, or the use of such data, for the purpose of tailoring advertising based on preferences or interests known or inferred from the data collected from individual internet users.

For skills that deliver advertising, Alexa includes an Alexa advertising ID in each request to the skill, and customers will be able to choose whether or not they want to receive interest-based ads and be able to reset their Alexa Advertising ID at any time.

The ID is a unique string of letters and numbers that does not contain any information that directly identifies customers, but does help advertisers deliver ads while keeping track of customer preferences.

The advertising object has two properties:

• limitAdTracking – Customer preference for interest-based ads. Set to true when the customer opted out of interest-based ads. Set to false when the customer hasn’t opted out of interest-based ads.
• advertisingId – A customer-resettable, unique identifier that does not contain any information that directly identifies the customer.

Amazon will make the IDs available to third-party skill and content providers that wish to deliver interest-based ads on Alexa.

To manage preferences for interest-based ads, customers can change their settings in the Alexa app under Settings > Alexa Privacy > Manage Skill Permissions and Ad Preferences.