Turn First DSP to Partner with Better Advertising

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Partnership highlights Turn’s support for privacy and transparency in online advertising

“DSPs need to act proactively to address concerns from consumers and privacy groups. With Better Advertising, we’ve developed the best tools and practices for marketers to ensure consumer privacy protection.” Xuhui Shao, Chief Technology Officer, Turn

Turn Inc., the smart platform for digital advertising, today announced its partnership with Better Advertising, whose platform enables advertisers, their partners and industry associations to be more transparent in how consumer data is collected and used for online advertising. As the first demand-side platform (DSP) to join Better Advertising’s industry leading partners, Turn will advance the transparency and consumer privacy protection that the world’s largest agencies and brands demand.

“The reality is that a wide range of consumer data is collected and used for ad targeting purposes,” said Xuhui Shao, Chief Technology Officer at Turn. “DSPs need to act proactively to address concerns and fears from consumers and consumer privacy groups. With Better Advertising, we’ve developed the best tools and practices for marketers to ensure consumer privacy protection.”

According to a recent study released in May 2010 by Ponemon Institute, main issues of privacy advocates include concerns that online marketers lack transparency about how they collect and use consumer data, that there’s a lack of control over how consumers are tracked online, and an absence of an adequate opt-out for consumers who don’t want to participate in targeted advertising.

“Turn has been on board from the beginning as we’ve defined Better Advertising’s solution for industry self-regulation,” said Colin O’Malley, Co-Founder and VP, Business Development and Privacy for Better Advertising. “DSPs are a key gateway for the data, meaning they can play a critical role when it comes to transparency and privacy protection for brands and consumers. Our partners are working together to give consumers access to clear information and choices, and help give brands more confidence in this ecosystem.”

This week, Better Advertising launched its first round of test campaigns with the “Power i,” an icon displayed on targeted ads. The icon links to information on how brands protect consumer privacy, as well as provides a clear explanation of behavioral advertising and consumer’s opt-out options.

The Better Advertising solution is developed with Turn, GroupM, Cadreon, Havas Digital, Aegis Media, Audience Networks, Vivaki, 24/7 Real Media, Netmining, Safecount.net, and OmnicomMediaGroup. Test campaigns will continue to roll out through the coming weeks.

For more information about Turn, visit http://www.turn.com.

About Turn

Turn was founded to bring the efficiencies of search to online display. We empower the world’s best advertising agencies and marketers to create intimacy between premium brands and their targeted audiences by delivering the most effective data-driven digital advertising. Turn’s real-time end-to-end media management platform delivers custom audiences at scale with unmatched performance and actionable insights. The company is based in Silicon Valley with locations in New York City, Chicago, San Francisco, Los Angeles and Charlotte. For more information, visit http://www.turn.com.

About Better Advertising

Founded in June 2009, Better Advertising is a new type of company that uses technology to build trust between consumers, brands, and government. The company’s solutions are built on the industry standard “Power i” initiative created by the Cross Industry Coalition as part of its Self Regulatory Principles for Online Behavioral Advertising. Using Better Advertising, brands agencies, networks and publishers give consumers clearer and easier to understand information about OBA and OBA data, as well as access to a simple preference platform to manage their privacy choices. For more information, please visit: http://betteradvertising.com/.

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Jamie Fishler
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