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| Overview |
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Better Advertising enables the online advertising industry to be more accountable to consumers. We enable advertisers, their partners and industry associations to be more transparent in how they collect and use consumer data for online advertising. In turn, we give consumers more control over their privacy online. We strongly believe that making disclosure more transparent will raise the quality of the entire online advertising industry. Online advertisers will be able to grow and innovate and thus keep quality content ad-supported and free.
For the online advertising industry, Better Advertising's technology will power industry self-regulatory programs. We provide online advertisers and their partners (advertising agencies, networks, exchanges and publishers) with services to simplify their compliance with the Federal Trade Commission's Principles for Online Behavioral Advertising and the Cross-Industry Coalition's Self-Regulatory Program for Online Behavioral Advertising.
For consumers, Better Advertising provides technology to manage their privacy and better control how their online behavior is used to deliver relevant advertising. Better Advertising operates Ghostery, a browser add-on that identifies companies collecting consumer behavioral information on more than 4.9 million websites. Ghostery provides users an easy way to opt-out of being tracked, as well as more information on the companies that are tracking consumers online.
Better Advertising is not involved in the collection or sale of any information for advertising purposes. We are not an advertising network or data collection service. We do not collect any data, behavioral or otherwise, that is used for ad targeting purposes, either by ourselves or third parties.
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| In The News |
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Check back here frequently to see Better Advertising in the News.
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Ad Industry Works on Ads About Ads - Digits
WSJ
By Emily Steel, November 24, 2009
“Other companies are cropping up to provide technology for advertisers to audit their online advertising and check to make sure it is in compliance with regulatory guidelines. Former About.com CEO Scott Meyer recently launched a company called the Better Advertising Project that provides a technology for marketers to use to monitor their online ad campaigns.”
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| Privacy Assurance |
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| Online data collection and consumer privacy issues have increased pressure toward legislation and industry regulation by Congress and the US Federal Trade Commission. Better Advertising's technology is an innovative response to this pressure. It provides a level of transparency for the industry to obviate the need for regulation, ensuring both consumer privacy and ongoing brand protection for marketers - all of which will keep the interactive industry growing. |
| Online Behavioral Advertising |
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Online Behavioral Advertising (OBA) has contributed enormous value to the Internet. OBA’s use of data to increase the efficiency and effectiveness of marketing dollars has made it one of the fastest growing segments of the $50 billion global online advertising ecosystem. The rapid growth of OBA, however, has been accompanied by pressure to increase consumer privacy. Congress, consumer advocates and the Federal Trade Commission (FTC) are pushing for more transparent notice of how consumer data is collected and used. In fact, the FTC has recently brought cases against companies for not properly disclosing how online consumer behavioral data was collected. In addition, Congress and the FTC are calling on all online advertising ecosystem participants to simplify and enhance the processes that consumers use to choose whether to receive behaviorally targeted ads.
Most significantly, in February of 2009, the Federal Trade Commission published its Staff Report: “Self-Regulatory Principles for Online Behavioral Advertising.” In response, the leading advertising trade associations, (IAB, 4A’s, ANA, CBBB and the DMA) embraced and adopted these Principles for their members in July of 2009. And, in the first quarter of 2010, the CBBB’s National Advertising Review Council (NARC) and the DMA will deliver accountability programs to enforce compliance with the Principles. The Better Advertising Project Platform will be the first platform for companies to balance these competing concerns, enabling companies to comply with the Principles while taking full advantage of OBA’s benefits.
Better Advertising firmly believes in preserving industry self-regulation and empowering advertisers with easy to implement solutions for assurance and compliance. Our scalable technology platform, will provide complete assurance to advertisers, agencies and networks that their use of OBA follows the Principles. In addition, companies will be able to clearly demonstrate to both consumers and the industry that they are “privacy-safe.”
For example, Better Advertising will deliver proof of consumer notice at the point of data collection and at the point of data use, as well as confirm that consumer choice mechanisms are working and consumer preferences are honored. Through its innovative technology, Better Advertising will create a safer environment for both advertisers and consumers. By creating a new level of transparency, Better Advertising can make self-regulation a success.
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Ghostery alerts you about script-based web bugs on every page on the web. Web bugs are hidden scripts that track your behavior, and they are used by companies to gather information about visitors' behaviors for advertising, research, and analytical purposes (among others). Ghostery is free to download, free to use, and does not contain any adware or spyware. Join the over 2 million people who have downloaded Ghostery to better manage their privacy.
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| Our Team |
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| Warburg Pincus is a leading global private equity firm that is backing Better Advertising. The firm has more than $30 billion in assets under management. Its active portfolio of more than 100 companies is highly diversified by stage, sector and geography. Warburg Pincus is a growth investor and an experienced partner to management teams seeking to build durable companies with sustainable value. Founded in 1966, Warburg Pincus has raised 12 private equity funds which have invested more than $35 billion in approximately 600 companies in more than 30 countries. The firm has offices in Beijing, Frankfurt, Hong Kong, London, Mumbai, New York, San Francisco, Shanghai and Tokyo. For more information, please visit www.warburgpincus.com. |
| Contact Us |
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| Our Partners |
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Better Advertising Project’s Design Partners include:
Design Partners are Better Advertising’s trusted allies and the first beneficiaries of the product. Design Partners are actively working with Better Advertising to identify the workflow for delivering OBA, assemble the required components of notice, and embrace intelligent options for consumer choice. |
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