'Retargeting' Agency Joins Privacy Coalition

In the US, retargeting ad agency FetchBack has joined the Network Advertising Initiative (NAI) - a coalition of online advertising companies that have established standards for protecting web consumers' online privacy.

Retargeting recognises that web users who have visited a web site in the past are easier to convert into customers, because they have already expressed interest in what that site has to offer, explains 'Chief Retriever', Chad Little. Therefore, if they later view a retargeted display ad for that company, they are more likely to return as buyers.

As the first specialized retargeting company to become a member of NAI, FetchBack will work with other members to develop and implement guidelines specific to retargeting.

'FetchBack is committed to making sure consumers know how data collected about them is used for online advertising,' said Little. 'We believe that full transparency into advertising practices is crucial for our industry and we look forward to working with NAI in the future as active members.'

The NAI recently revised its Self-Regulatory Code of Conduct to address best practices for presenting behaviorally targeted ads to online users.

Web sites: www.fetchback.com and www.networkadvertising.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.