Better Advertising Project raises $9.5 million for behavioral compliance

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New York—The Better Advertising Project, a joint effort of several advertising and marketing associations to help self-regulate behaviorally targeted advertising, has received an infusion of $9.5 million to scale up its platform and develop similar programs for consumers, advertisers and publishers.

The funding, which was led by private equity firm Warburg Pincus, will help underwrite the project's platform that allows participating advertisers to voluntarily display along with their ads a distinctive icon—the letter “i” within a triangle—to notify viewers about why they're seeing the ad and allow them to opt out of future ads.

Better Advertising is sponsored and partly funded by the American Association of Advertising Agencies, the American Advertising Federation, the Association of National Advertisers, the Direct Marketing Association and the Interactive Advertising Bureau. The goal of the program is to demonstrate to federal regulators that the advertising industry is capable of self-regulating the use of behaviorally targeted advertising, as well as the privacy of consumers.

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