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BizReport : Advertising : May 25, 2011


Two new partnerships offer advertisers control over privacy, relevant messaging

In 2011 it has become clear that brands' need to not only connect with consumers through relevant, engaging ads, but they also need to assure consumers' privacy within the space. Two new partnerships should help brands do both.

by Kristina Knight

First up, the DoubleVerify/AudienceScience partnership. Through the partnership DoubleVerify's BrandAssure solution will verify where ads are placed so that advertisers know they are reaching brand appropriate, engaged audiences. It will help brands remain or become compliant with Online Behavioral Advertising, IAB Europe's European Framework for Online Behavioural Advertising and DAA Self-Regulatory Program (US) tenets.

"Transparency and accountability are increasingly important in online advertising. Campaign tracking is now more complex as agencies, ad networks and DSPs run ads in mass quantities. Furthermore, self-regulation in Europe and the US is now a mandate from the industry and government regulators. Third-party media verification and consumer disclosure through the enhanced notice icon are positive steps toward building trust all around with the consumer and with the companies working in the ecosystem," sand Oren Netzer, Co-Founder and CEO, DoubleVerify.

Next up, the Mansueto Ventures/Red Aril endeavor. Mansueto publishes 'Inc.' and 'Fast Company'. Through this partnership Red Aril will help to personalize content, assuring advertisers and publishers using Mansueto Ventures' platform of a more engaging user experience. Red Aril will help to create 'sophisticated profiles' through which content can be targeted to users tastes.

"We're seeing increasing demand for this kind of full-circle, real time audience targeting from sophisticated marketers across industries. We're excited that Masueto singled out Red Aril for its ability to support the breadth of its data management needs," said Jim Soss, CEO, Red Aril.






Tags: ad targeting, AudienceScience, DoubleVerify, Mansueto Ventures, online advertising, personalized content, Red Aril








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