NEW YORK, March 2, 2011 /PRNewswire/ -- TRAFFIQ®, the digital media workflow platform, announced today its support of the Self-Regulatory Program for Online Behavioral Advertising to give consumers a higher level of confidence in online advertising.
The program is built on the Self-Regulatory Principles for Online Behavioral Advertising released in July 2009, a joint effort of the nation's largest media and marketing associations that gives consumers a better understanding of and greater control over ads that are customized based upon their online behavior (also called "interest-based" advertising).
The Self-Regulatory Program promotes the use of the "Advertising Option Icon" and accompanying language to be displayed within or near online advertisements or on Web pages where data is collected and used for behavioral advertising. By supporting the program, TRAFFIQ declares its commitment to the delivery of a robust and credible Program of notice and choice for online behavioral advertising to enhance consumer confidence in the online medium.
Chris O'Hara, TRAFFIQ's SVP of Sales and Marketing, states, "We will do everything in our power to inform and encourage participation in the program from our publishing, data, behavioral targeting and advertising partners, as TRAFFIQ firmly believes in full consumer transparency."
TRAFFIQ encourages entities engaged in online behavioral advertising to clearly inform consumers about data collection and use enhanced notice provided via an icon or link as illustrated at http://www.aboutads.info/participants/icon/.
Additionally, TRAFFIQ encourages third parties engaged in online behavioral advertising to participate in the Consumer Opt-Out Page at http://www.aboutads.info/participants/register/, where consumers can easily exclude themselves from some or all participating companies' online behavioral ads, if they choose.
"Marketers, agencies and media companies need to talk to their audiences. They need to describe what they do, how they do it and the value it brings. Transparency and choice are essential in reinforcing that trust, and trust is a critical underpinning of growth—for the marketing and media industries as well as for the entire economy," said Mike Zaneis, SVP & General Counsel, Interactive Advertising Bureau.
The Self-Regulatory Program is expected to be in full effect by the end of the first quarter and the Digital Advertising Alliance (DAA) will enforce company compliance.
TRAFFIQ (traffiq.com) is an end-to-end digital media planning, buying and management platform. It facilitates the buying and selling of display media with ease and efficiency, yielding maximum return on investment. Marketplace members include the leading advertisers, ad agencies and publishers. TRAFFIQ is a member of the IAB advisory board, helping educate interactive advertisers and publishers on best practices for industry growth. Recently TRAFFIQ was recognized as an Inc. 50 Company for its rapid revenue growth. TRAFFIQ is headquartered in New York City, with offices in Vienna, VA. For more information, contact us at [email protected].