NEW YORK--(BUSINESS WIRE)--The Better Advertising Project, Inc. (Better Advertising) today announced that it has been chosen as GroupM’s preferred provider of compliance services, bringing its stable of agencies in line with the Digital Advertising Alliance’s Self-Regulatory Program for Online Behavioral Advertising. GroupM is the first of the five major holding companies to step into full compliance with the self-regulatory standards with this type of an agreement.
The agreement brings Better Advertising’s Assurance Platform and Analytics tools to all GroupM companies, and calls for GroupM to promote participation in the Open Data Partnership -- a new cross-industry initiative to give consumers more transparency and control over advertising -- to all its eligible entities. GroupM will also advocate membership to the ad networks, data providers and DSPs that work with the holding company.
Through the partnership, GroupM, a WPP company and parent of agencies Maxus, MEC, MediaCom and Mindshare, will provide its clients with Better Advertising’s industry standard method for demonstrating compliance with the DAA program. The Better Advertising Assurance Platform enables simple and scalable implementation of the Advertising Option Icon into display ads and gives consumers access to and control over how their information is collected and used, with the option of opting out altogether.
“GroupM’s move is an important step toward preserving industry self-regulation,” said John Montgomery, COO North America, GroupM Interaction. “Our agencies are fully behind this initiative, which will help educate consumers and control how their data is used online.”
Better Advertising is the first company designated by the Digital Advertising Alliance as an Approved Provider of compliance services for the Self-Regulatory Principles for Online Behavioral Advertising (Principles). This includes the ability to deliver the Advertising Option (or Forward I) icon on behalf of companies who are participating in the self-regulatory program. The company’s Assurance Platform is operating at scale, delivering the Advertising Option Icon and corresponding notice in more than five billion monthly advertising impressions across the internet for leading brands.
“This decision by GroupM and its agencies shows just how powerful the idea of transparency is becoming online,” said Scott Meyer, founder and CEO of Better Advertising. “When the largest global media agencies exhibit thought leadership through their commitment to the issue of transparency, other agencies and their clients around the world will follow suit.”
Better Advertising is the leading technology company enabling online advertising transparency, in no small part through its leadership role in the Open Data Partnership. An alliance of online interest-based advertising companies, the Open Data Partnership gives consumers access to the information those companies have collected about their interests directly from an ad impression or publisher site that uses Better Advertising’s platform.
This story first appeared in Advertising Age: http://adage.com/digital/article?article_id=147749
About Better Advertising
Selected by the Digital Advertising Alliance to power its interest-based advertising self-regulatory program, Better Advertising enables a more trusted environment for everyone in the online ecosystem. It gives businesses an easy, standard way of providing evidence of compliance with industry guidelines, and consumers more transparency into, and control over how their information is used online. By empowering consumers and earning their trust, businesses build their brands, participate in IBA with confidence and generate better advertising results. For more information, please visit: www.betteradvertising.com.
GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation, and new communication services, to bring competitive advantage to our clients and our companies.