DoubleVerify to Deliver ‘Forward I’s With Verification


forwardiADOTAS – With the Federal Trade Commission floating a federally legislated “Do-Not-Track” list in a report on behavioral advertising the other week, more and more companies are trying their hardest to show that industry self-regulation is a better option.

As it has just received approval to be a provider of the Digital Advertising Alliance’s Self Regulatory Program, ad verifier DoubleVerify announced that it would incorporate the “Forward I” Advertising Option Icon to its Online Behavioral Advertising product and offer it as a free add-on to verification customers until June 2011.

DoubleVerify, which delivers 35 billion verified impressions monthly, is the second company to be approved as a provider following Better Advertising.

Since it users the same ad tag as DoubleVerify’s verification solutions, clients will be able to add the OBA compliance technology with a simple click in the interface. The technology also includes options for the placement of the Forward I icon, disclosure information and opt-out link management and extensive reporting on compliance.

“Self-regulation is the right approach for online advertising and our work with the DAA gives the industry the confidence to continue growing while staying ahead of industry regulations,” said Oren Netzer, DoubleVerify CEO. “To help speed up the adoption of the self-regulatory program, we’re offering our OBA Compliance product to our verification customers at no extra charge until June 2011. With no cost associated, no negotiation and no implementation hassle, advertisers can adhere to industry standards with a click of a button.”

The DAA is a group effort at behavioral targeting industry self-regulation by the American Association of Advertising Agencies (AAAA or 4A’s), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA) and the Interactive Advertising Bureau (IAB). The alliance released its seven Self-Regulatory Principles for Online Behavioral Advertising in July 2009.


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