FetchBack to Provide Enhanced Notice in Behavioral Ads
Posted: June 11, 2009
By DMB - Press Release
Phoenix — FetchBack, The Retargeting Company, has announced that beginning this week it will start adding a link in the advertisements it delivers that provides enhanced notice that allows consumers to easily learn more about how the ad was delivered, and how they can opt-out from receiving behaviorally targeted ads from FetchBack in the future.
“FetchBack is committed making sure consumers know about and have full control over how their data is used online for advertising,” says Chad Little, president/CEO of FetchBack. “By providing greater consumer disclosure and clarity, Fetchback can enhance the consumer’s ability to exercise meaningful choice. It was only logical to deliver this information within the ad itself, rather than have consumers go to an advertiser’s privacy policy to fish through for details. As a member of the Network Advertising Initiative, we are fully committed to consumer transparency for our online advertising practices.”
“FetchBack’s adoption of enhanced notice directly within its ads is exactly the kind of innovation that can help advance the public policy debate on how best to achieve meaningful notice and choice,” says Chuck Curran, executive director of the NAI.
To provide enhanced notice, FetchBack places a small link at the bottom of the ads it serves. When clicked, the link directs consumers to FetchBack’s privacy center – a place where consumers can learn additional information about how the ad was delivered, details about FetchBack, links to privacy policies and most importantly, easily access to opt-out of behaviorally targeted ads from FetchBack or any other NAI member. The result is more control for consumers over their experience online in respect to behavioral advertising.
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