©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Even though the main ad industry associations have selected Better Advertising as the first official provider of a “safe ad targeting” platform and seal of approval, other ad companies are expected to follow suit both with and without an official nod from trade associations. “We’ve been working on the approval process for a year,” said Scott Meyer, CEO and founder of Better Advertising. “Anyone else can announce their own compliance product, but we’re the only ones with the approval of the [cross-trade group venture] Digital Advertising Alliance.”
One of the other companies that is making a business out of complying with what the industry says is “best” behavioral targeting practices is online ad verifier AdSafe Media, which just announced a partnership with website privacy provider TRUSTe to distribute the company’s TRUSTed Ads platform.