Ad representation firm Burst Media has joined the Network Advertising Initiative (NAI), a gathering of online ad giants dedicated to transparency and user disclosure in behavioral advertising.

The NAI is composed of companies like Google, Yahoo, Microsoft, AOL, and Fox Audience Network. Its objective is to act as a central body to police data use in the ad industry, as well as reward businesses that act responsibly.

Late last year, the organization released a code of conduct specifically for behavioral ads. And in April 2008, NAI took a stance against incorporating medical conditions into demographic and psychographic data used to target advertising to users.

"The online advertising industry is faced with pending legislation this fall that may change the self-policing regime currently in place," said President/CEO Jarvis Coffin of Burst Media.

"Burst was a founding member of NAI, and our renewed commitment to the organization enables us to take an active role in these efforts and further express our dedication to helping consumers better understand the benefits and privacy implications of online advertising, as well as helping them exercise choices about behavioral advertising."

Burst has been working with the NAI since 2008 to become a Full Compliance Member. Membership dictates that companies involve adhere to the organization's privacy standards, including providing customers with opt-outs for cookies tied to their websites.

In addition to following these guidelines, Burst will incorporate a link to the NAI website on its own page. Clicking through will enable users to read more about targeted advertising, protections in place to protect privacy, and an opportunity to opt out of all NAI member cookie programs if they wish.

Burst is also a licensee with TRUSTe Privacy.