TidalTV Launches Advancement in Consumer Privacy Solutions for Behaviorally Targeted Video Ads

NEW YORK, Aug. 23, 2011 /PRNewswire/ -- TidalTV, Inc., an online video advertising network and solutions provider, today announced that it has developed a solution to implement the Digital Advertising Alliance's (DAA) Advertising Option Icon into its in-stream video units beginning this month.

The symbol—also commonly called the Ad Choices icon—is offered through the DAA's Self-Regulatory Program for Online Behavioral Advertising as a means for providing enhanced notice, and as stated by the DAA, is designed to give consumers more transparency and control over the collection and use of data regarding their Internet viewing for online behavioral advertising (OBA). The clickable icon, originally designed for display advertisements, posed special challenges for in-stream video ads, which often include more complex creative elements, as well as sound and motion. According to TidalTV, however, the need to adapt the icon for video was never in question.

"We have always been an advocate, as well as a leading voice, for the adoption of industry-wide guidelines surrounding consumer privacy issues in online advertising," said Tom McMahon, President, TidalTV.  "As the use of the universal ad choices icon becomes more commonly used, we want to ensure that consumers are afforded the same level of transparency and control in video that they have across all online advertising."

TidalTV is a member of the Network Advertising Initiative (NAI), one of the leading industry associations participating in the DAA's Self-Regulatory Program, which promotes use of the Advertising Option icon.  A consumer can click on the icon—a blue arrow with the letter "i" at its center—to learn more about behavioral targeting and the participating company's data collection and use practices, with the option to easily opt-out of behaviorally targeted advertising, if desired.

"As always, we feel that transparency and consumer education are key to the effectiveness of all privacy-related policies," added McMahon. "If consumers fully understand exactly what behavioral targeting does and how it works, we believe that most consumers will be comfortable with, and in fact welcome, the more relevant targeting possible through the use of OBA."

About TidalTV

TidalTV is a video advertising network and solutions provider that flawlessly connects some of the world's most powerful brands with their targeted consumers. Working with over 1,000 premier content creators and publishing partners, TidalTV has access to an online addressable universe of over 80 million unique viewers per month.  The network is the largest aggregator of 1:1 addressable audience data from third-party providers, with the ability to target precise consumer segments by demographic, psychographic and behavioral metrics. TidalTV's industry-leading, mathematically-based consumer targeting technology guarantees Zero Waste—advertisers extract value from every media impression, and publishers monetize their audience across all demographics.  TidalTV leverages the power of consumer data and ad decisioning to increase accountability, optimize performance and maximize advertising ROI within video campaigns.

TidalTV is headquartered in Baltimore, MD, with offices in New York, Los Angeles, Chicago, San Francisco and London. For more information, visit www.tidaltv.com.

SOURCE TidalTV, Inc.