Tuesday, January 25th, 2011

Media6Degrees and Enhanced Notice

Posted by: Kevin Reilly

At Media6Degrees, we take user privacy very seriously.  Our approach to targeting was designed with consumer privacy as a core value.  We don’t store, analyze or categorize URLs or page content.  We don’t capture or infer any personally identifiable or descriptive information about consumers.  Our COO, Andrew Pancer, is on the board of the NAI, which is committed to industry self-regulation and protecting consumers.  We have taken a leadership role on these issues since our founding.

Most readers are probably aware that the NAI and other  industry trade associations have recently launched the Digital Advertising Alliance (DAA) Self-Regulatory Program.  A key component of the DAA Program is the Enhanced Notice Icon initiative.

For the past several weeks, Media6Degrees has been working with TRUSTe to test their TRUSTed Ads platform, and we are now making it available to customers.  When we serve an impression with the Enhanced Notice Icon, it will have an “Ad Choices” link in the top right corner, and look like this:

Customers clicking on the icon will see an overlay similar to the mockup below, which provides information about the ad and contains links both to our consumer assistance page and TRUSTe’s preference manager.

This functionality is currently available and we are working with our customers to roll it out across all our campaigns.

We are proud of our involvement in efforts to give users more information and options regarding online targeting.  With the efforts of the NAI, DAA, other responsible technology vendors and our advertisers, we look forward to a time when the uncertainty around privacy gives way to an understanding and appreciation by users that responsible targeting leads to a more relevant and robust online experience.

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3 Responses to “Media6Degrees and Enhanced Notice”

1. [...] This post was mentioned on Twitter by media6degrees, apancer. apancer said: Media6Degrees is thrilled to be rolling out the enhanced notice icon across our network. http://bit.ly/hXQuu2 [...]

   Posted by: Tweets that mention Media6Degrees and Enhanced Notice « media6degrees blog — Topsy.com

   
   January 25, 2011 3:41 pm
   

2. I don’t understand how anyone in the interactive business, who has served with the NAI or the DAA, could seriously claim privacy as a core value.

   I work in the interactive business but must admit that we have a shameful indifference to user privacy. Self-regulation has failed. Users who wish to avoid tracking must opt out (since we have abandoned opt in in almost all cases) and must do so in hundreds of ways, some of them quite complicated and opaque to users.

   The titans in the business are all deeply involved in tracking. The core infrastructure companies who create browsers and pipelines are as well. We have given users no sense or assurance that they can be safe on the Internet or that privacy is anyone’s core concern.

   If we believe the Net is “paid for” by targeted advertising, we need to sell that to users. We need to give them choices and see if they are willing to be tracked rather than having a monthly bill. But please don’t pretend they’ve ever gotten a meaningful choice. It’s disingenuous at best.

   Posted by: Ben

   
   January 26, 2011 4:04 am
   

3. [...] Media6Degrees announced on its blog that it will work with TrustE to provide consumers with what it calls the "Enhanced Notice Icon" as it looks to comply with online behavioral advertising self-regulatory guidelines. From the Media6Degrees blog, "When we serve an impression with the Enhanced Notice Icon, it will have an "Ad Choices" link in the top right corner, and look like…" See it. [...]

   Posted by: Yahoo! Release Q4 Financials, Display Is Up; MediaBank Divides, Says It Will Conquer; TRAFFIQ Gets Creative With Tumri

   
   January 26, 2011 9:14 am