The Digital Advertising Alliance (DAA) announced that audience measurement solution Quantcast is participating its "Self-Regulatory Program for Online Behavioral Advertising" and will offer the Advertising Option Icon (seen to the left) to its publisher base.
Publishers participating in the program can feature the Advertising Option Icon on any Web pages where data is collected. Consumers clicking the icon are sent to the Consumer Opt-Out page, a universal, opt-out mechanism available at www.aboutads.info. Starting in July, the Icon and link to Consumer Opt-Out page will be available to publishers with annual OBA revenues under $2 million and total annual revenues under $15 million.
"Consumer privacy is a top priority for Quantcast," said Michael Blum, general counsel for Quantcast. "We're proud to support the DAA in this effort to provide the advertising community with more effective tools for consumer notice and choice and to bring accessibility of the Self-Regulatory Program to the IAB's Long Tail Alliance. We are making this investment because we believe it will help the DAA continue to achieve widespread adoption of the Program and establish the Icon as the universal symbol of transparency and consumer choice."
Quantcast joins more than 100 companies actively participating in the Self-Regulatory Program including advertisers, ad agencies and ad networks; 90 more have registered for the Self-Regulatory Program and are expected to integrate the Advertising Option Icon.