FetchBack Sets the Bar for Transparency of Retargeted Ads; Company Adopts New Industry Standard Icon Provided by the Direct A...
27 Avril 2011 - 2:18PM
Business Wire
Retargeting leader FetchBack Inc., a part of the GSI Commerce
(Nasdaq: GSIC) Global Marketing Services division, today announced
its adoption of the Advertising Option Icon provided by The Direct
Advertising Alliance. All FetchBack retargeted ads will now include
the icon, visible in the upper right corner of each ad. The symbol
is trademarked by the Direct Advertising Alliance (DAA) with the
intent of making it a universal symbol for consumers. By clicking
on the icon, consumers can find out which participating companies
are tracking them through online marketing. It includes an “opt
out” selection for consumers that do not wish to be tracked online.
FetchBack is one of the first retargeting companies to adopt the
symbol and joins the list alongside Yahoo and Google.
“It is an important part of FetchBack’s culture to be
transparent with our approach to retargeting,” said Chad Little,
CEO and founder of FetchBack. “The Advertising Option Icon is a
perfect opportunity to show that retargeters have an ethical
responsibility to consumers. The inclusion of the icon builds brand
trust and credibility by sharing information with the consumer that
they otherwise would not have had access to. We stand behind this
as a universal symbol for transparency in marketing.”
The Direct Advertising Alliance created the icon as part of the
organization's Self-Regulatory Program for Online Behavioral
Advertising. The icon provides detailed information to the consumer
to help them better understand how and why they are being tracked,
as well as provide the “opt-out” option for those who do not wish
to be followed.
“We are delighted that FetchBack is using the Advertising Option
Icon and complying with the Self-Regulatory Program for Online
Behavioral Advertising,” said Linda Woolley, executive vice
president of Washington operations for the DMA. “The Program is
important because it gives consumers an easy-to-use, transparent
choice about whether to receive behaviorally targeted ads at a time
when it’s relevant.”
Numerous professional and industry organizations are working
hard to make the Advertising Option Icon a cross-industry standard
piece of every online ad. For more information on the principals of
the Self-Regulatory Program or the Advertising Option Icon please
visit www.AboutAds.info.
About FetchBack
FetchBack Inc. is a leading retargeting company and a
wholly-owned subsidiary of GSI Commerce Inc. (Nasdaq: GSIC). On
average, the vast majority of a website’s visitors leave without
converting. FetchBack “fetches” them back to that site using the
industry’s most advanced retargeting platform. The company’s FIDO™
technology provides detailed retargeting analytics, enabling
advertisers to see deeper into their campaigns than ever before. To
learn how FetchBack advertisers are turning lost prospects into
loyal customers, please visit http://www.FetchBack.com.
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