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| What We Do |
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Interest-based, or “behavioral” advertising is shrouded in so much hype, misinformation and spin, it’s only natural that it gives people, brands and government reason for pause. Better Advertising was founded to clear up the noise and confusion, while at the same time creating a solution that gives consumers the trust and confidence in interest-based advertising that will make their online experiences more relevant. The Better Advertising platform works as part of the “Power I” initiative by providing clear, transparent, and easy to use information on interest based advertising and data collection. Instead of confusion and uncertainty, there is a simple, easy-to-read summary of who is collecting data and for what purpose. After reading the summary, consumers are given choices about whether they wish to continue to participate in interest-based advertising campaigns.
Learn more about Our Services »
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| In The News |
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Agencies Test Industry's New 'You Are Being Targeted' Icon
March 26, 2010
“As part of an industry-wide campaign to discourage new privacy laws, online ad agencies are planning to debut the new behavioral targeting icons in approximately four weeks…The startup Better Advertising, which has submitted a bid to the National Advertising Review Council to monitor compliance with privacy principles, will power the initiative…”
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| The Market Need |
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Interest-Based Advertising (also known as "Online Behavioral Advertising" or "OBA") is one of the fastest growing segments of the $50 billion global online advertising ecosystem. However, its growing use has created some concern about its impact on consumer privacy.
Congress, consumer advocates and the Federal Trade Commission (FTC) are demanding more transparent notice of how consumer data is collected and used.
The FTC is serious about this effort, and published its goals in Staff Report: "Self-Regulatory Principles for Online Behavioral Advertising." This report was accompanied by a strong warning from FTC Chairman Jon Leibowitz: "... this could be the last clear chance to show that self-regulation can – and will – effectively protect consumers’ privacy in a dynamic online marketplace."
In response, a Cross-Industry Coalition of leading trade associations which includes the American Association of Advertising Agencies (4A's), Association of National Advertisers (ANA), the Council of Better Business Bureaus (CBBB), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB) embraced and adopted these Principles for their members, and the CBBB and the DMA will deliver accountability programs to enforce compliance with the Principles.
Better Advertising was founded to ensure that the advertising industry's voluntary initiatives meet the needs of consumers, government and advertisers. The Better Advertising platform provides exactly the sort of robust disclosure and transparency that are being sought by all parties. Our platform grows consumer trust and eliminates the need for regulation. The FTC has made clear that it would prefer industry to address this issue itself.
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"So long as self-regulation is making forward progress, the FTC is not interested in regulating in this area…The commission has "great hopes" for proposed self-regulatory guidelines proposed by direct and online marketers in conjunction with the Better Business Bureau.”
-FTC Chairman Jon Leibowitz
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| Our Team |
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Leadership makes us better.
Expertise makes us extraordinary.
Our team features some of our industry’s most respected leaders, and the people behind some of the companies at the vanguard of interactive media.
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Ed Kozek
Vice President, Engineering & Product Development,
Co-Founder |
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Advisory Board:
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Daniel Jaye
Advertising Industry, Technology & Privacy Advisor, Co-Founder
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Mark Naples
Communications, Privacy & Government Affairs Advisor
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| Our Partners |
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Better Advertising was created in partnership with the world’s leading advertisers, agencies and networks:
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