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BizReport : Advertising archives : May 03, 2010

UnsubCentral's tool empowers consumers within ad space

A new tool has been launched in the online space which could help brands, publishers and marketers better target messages to consumers - by allowing them to opt-out. Called Preference Central, the tool allows consumers to choose the types of content they want to engage with online. Consumers simply choose the types of brands, messages or information they wish to be presented to while online.

by Kristina Knight

unsubcentral.png"We built Preference Central to provide consumers the power to control their personal web experience," said Todd Boullion, UnsubCentral president. "[The platform] can manage consumer preference across networks and devices. . .while providing brands, networks and publishers technology to make an industry-wide implementation of a consumer-friendly solution."

What do brands, marketers and publishers gain from the platform? PreferenceCentral makes ads placed online more effective by first identifying, by their personal preferences, which consumer are most interested in the products or services of a specific brand. By allowing consumers to choose the types of interactions they want to receive marketers can reduced wasted ad impressions, which should increase the overall ROI of a campaign.

From a consumer standpoint, it is as simple as choosing a favorite brands or category types so that the messages displayed are more likely to resonate with them. Consumers climple click on the "AdChoices" logo, displayed on all behaviorally targeted ads in the online space, to choose and manage their preferences for future ads.

Tags: behavioral ad targeting, online advertising, PreferenceCentral, targeted ads, UnsubCentral

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