Specific Media Establishes Industry First by Integrating Advertising Option Icon Across All Online Display Ads
Clickable tool provides web surfers a simple way to make informed decisions about how data is collected and used for online behavioral advertising purposes
IRVINE, Calif. – Jan. 5, 2011 – Specific Media, a next generation media platform company, today announced it will be the first Interactive Advertising Bureau (IAB) member to begin integrating the Advertising Option Icon across all online display ads distributed by the organization, effective immediately. The Advertising Option Icon is a straightforward, easy-to-use tool that empowers consumers to make informed choices about online privacy while working to enrich their Internet experience. Specific Media is currently working with PreferenceCentral, a consumer privacy and empowerment solution company, to deploy the Advertising Option Icon.
“Transparency is essential to our clients and their customers. Incorporating the Advertising Option Icon across all of the display ads we distribute marks a proactive step in helping consumers gain a better understanding of how data is collected and used for online behavioral advertising purposes,” said Tim Vanderhook, CEO of Specific Media. “By implementing consumer-friendly principles and standards, we are enabling consumers to make more informed choices on the web, and helping to strengthen relationships between brands and their customers.”
The Advertising Option Program was initiated by IAB to provide consumers with a better understanding and more control over ads that are served to them based on their online behavior. By clicking on an icon within or around an ad unit, consumers can link to a disclosure statement regarding the data collection and usage practices associated with that ad; users can also opt to stop receiving behaviorally targeted ads from the company in the future.
Specific Media was recently recognized by DoubleVerify, a pioneer in online media verification, for being one of the highest rated networks in online ad delivery and compliance. In recent months, Specific Media successfully market tested the new Advertising Option Icon on behalf of several industry-leading clients including MasterCard, Zales, Electronic Arts, and high-end watchmaker Breitling.
“Transparency is at the forefront of today’s online advertising landscape, as industry leaders come to understand the significance of giving consumers choice and control over the ads they are served,” said Jeffrey Katz, GM, PreferenceCentral, which enables consumers to manage their advertising preferences across the web. “Specific Media is helping lead the way by implementing the Advertising Option Icon across its platform and setting a precedent for other media companies.”
About Specific Media
Specific Media is a next generation media platform company that enables brands to seamlessly connect with consumers no matter where they are. Working across formats and screens, Specific Media makes addressable advertising a reality. Specific Media’s suite of products inspire brands to think differently about their marketing initiatives – combining formats such as video and display and incorporating creative original programming to drive deep engagement and loyalty. As consumers discover new ways to consume content in the digital era, Specific Media will make sure your brand reaches them in the ways they desire. Get – and stay – connected at Specific Media.
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