New York—The marketing industry's efforts to self-regulate the use of behavioral advertising is coming to video ads, with several video advertising companies starting to use the new Ad Choice privacy icon to alert Internet users that they are being targeted with commercial messages.
Adap.tv, AdoTube, Tidal TV and Tremor Video announced they will place the icon within video ads for clients.
The icon, a blue triangle with the letter “i” inside, placed within targeted banner ads, was developed by the Digital Advertising Alliance, an umbrella group that includes the Direct Marketing Association and the Interactive Advertising Bureau. When clicked on, the icon provides an explanation to the viewer about why they are seeing a particular ad, the data that are being collected and how to opt out of future viewings.
