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BizReport : Advertising archives : June 12, 2009

Fetchback offers opt-out with behavioral ads

Advertising retargeter FetchBack is offering something a bit new - opt-out options. Starting this week Fetchback began adding links in display ads which allow consumers to opt-out, much like email marketers have been doing for years.

by Kristina Knight

The link isn't just an opt-out, it also tells the consumer how the ad was delivered, a move which should ease some consumers' minds. Although most consumers report no worries about how behaviorally targeted data is obtained, there is a core group which is very concerned about their privacy. By offering not only an opt-out but also information about the advertiser, consumers have more control.

Chad Little, President and CEO of FetchBack said, "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."

The link is an unobtrusive link at the bottom of the ad which takes consumers to Fetchback's privacy center for more information.

As with email opt-outs, this is a good way for marketers to 'white list' their reputation. Although ads will still be served as a first-run through content sites and search links, consumers who receive a retargeted ad may feel more control about the advertiser knowing they can opt-out of future ads. This could also cause a level of awareness or engagement with the marketer from consumers who are worried about their privacy.

Tags: behavioral targeting, display advertising, FetchBack, online advertising, opt-out, retargeted, retargeted ads

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