TEMPE, Ariz.--(BUSINESS WIRE)--Retargeting leader FetchBack Inc., a part of the GSI Commerce (Nasdaq: GSIC) Global Marketing Services division, today announced its adoption of the Advertising Option Icon provided by The Direct Advertising Alliance. All FetchBack retargeted ads will now include the icon, visible in the upper right corner of each ad. The symbol is trademarked by the Direct Advertising Alliance (DAA) with the intent of making it a universal symbol for consumers. By clicking on the icon, consumers can find out which participating companies are tracking them through online marketing. It includes an “opt out” selection for consumers that do not wish to be tracked online. FetchBack is one of the first retargeting companies to adopt the symbol and joins the list alongside Yahoo and Google.
“It is an important part of FetchBack’s culture to be transparent with our approach to retargeting,” said Chad Little, CEO and founder of FetchBack. “The Advertising Option Icon is a perfect opportunity to show that retargeters have an ethical responsibility to consumers. The inclusion of the icon builds brand trust and credibility by sharing information with the consumer that they otherwise would not have had access to. We stand behind this as a universal symbol for transparency in marketing.”
The Direct Advertising Alliance created the icon as part of the organization's Self-Regulatory Program for Online Behavioral Advertising. The icon provides detailed information to the consumer to help them better understand how and why they are being tracked, as well as provide the “opt-out” option for those who do not wish to be followed.
“We are delighted that FetchBack is using the Advertising Option Icon and complying with the Self-Regulatory Program for Online Behavioral Advertising,” said Linda Woolley, executive vice president of Washington operations for the DMA. “The Program is important because it gives consumers an easy-to-use, transparent choice about whether to receive behaviorally targeted ads at a time when it’s relevant.”
Numerous professional and industry organizations are working hard to make the Advertising Option Icon a cross-industry standard piece of every online ad. For more information on the principals of the Self-Regulatory Program or the Advertising Option Icon please visit www.AboutAds.info.
FetchBack Inc. is a leading retargeting company and a wholly-owned subsidiary of GSI Commerce Inc. (Nasdaq: GSIC). On average, the vast majority of a website’s visitors leave without converting. FetchBack “fetches” them back to that site using the industry’s most advanced retargeting platform. The company’s FIDO™ technology provides detailed retargeting analytics, enabling advertisers to see deeper into their campaigns than ever before. To learn how FetchBack advertisers are turning lost prospects into loyal customers, please visit http://www.FetchBack.com.