After quite a long period of time in which the company showed no signs of being bothered by the negative vibe it has received for its future Web tracking plans, NebuAd has finally brought certain modiffications to its strategy.

An online consumer notice will be given to Internet subscribers, thus letting them know what they do online is being tracked. Furthermore, an opt-out mechanism will be offered, one that will not rely on cookies.

This was announced one day before Bob Dykes, NebuAd CEO, was supposed to testify on Capitol Hill before the Senate Committee on Commerce, Science, and Transportation. The hearing focuses on the online advertising’s privacy implications and is to be attended by Google, Microsoft, Facebook and the Center for Democracy & Technology officials as well.

At the end of last month, Charter Communications unexpectedly dropped the deal it had planned with NebuAd. According to the agreement between the two parties, the later would have monitored the online behavior of the former’s users.

Even though Charter wanted out, NebuAd is not doing bad at all, as several major companies (such as WideOpenWest, Embarq Holdings Company, Broadstripe, CenturyTel and Metro Provider) are still supporting the consumer Web tracking project.

Bob Dykes will be talking about the company’s very strict privacy policy, that makes sure no personally identifiable information can be collected, thus keeping all personal data perfectly secured.

With regard to Charter’s June decision, Ed Markey of the U.S. House of Representatives' subcommittee on telecommunications and the Internet, expressed his full support; although NebuAd’s intentions are quite clear now, he still finds the new technology capable of raising very pertinent privacy concerns.