Tribal Fusion UK Passes ABC Good Practice Principles Audit
London, UK – July 7, 2011 Digital advertising company Tribal Fusion UK has gained official accreditation for compliance with the IAB UK Good Practice Principles for Online Behavioural Advertising, following an independent review of its network for the period February – April 2011 by auditors ABC.
In order to comply, the company extended its cookie opt-out functionality from parent company, Exponential Inc., privacy page and the Network Advertising Initiative page to http://youronlinechoices.com/uk but was required to make no changes to its technology platform. Tribal Fusion is an early adopter of consumer notice efforts through its current trial in the USA of the ad choices icon, which will be rolled out across Europe by June 2012 in line with the more recent EU Framework.
Tim Brown, General Manager of Tribal Fusion Europe, said: “We believe in ad-funded content and services online and so if a user is going to see an ad then it should be high quality and as relevant as possible - but not at the expense of consumer privacy.
We are keen, along with many other leading suppliers of online behavioural advertising, to advance the case for self-regulation through clear notice, choice and education about behavioural advertising to users. The Good Practice Principles from the UK IAB are a positive part of this process and an important step towards the new EU Framework.”
Richard Foan, Group Executive Director, Communication & Innovation, ABC said: “We are delighted that Tribal Fusion UK is delivering increased transparency to the online world by auditing with ABC. The Good Practice Principles alongside an ABC audit provide a vital stamp of trust for the industry.”
The IAB has developed a set of self-regulatory Good Practice Principles for Online Behavioural Advertising. These Principles are for businesses that collect and use data for online behavioural advertising. They are based upon offering users notice about data collection and use, choice as to whether to participate and education about online behavioural advertising and its benefits
To view Tribal Fusion’s Certificate of Compliance from ABC go to: http://www.abc.org.uk/Certificates/17482507.pdf
For more information please contact:
Naomi Hawney, EU Marketing Manager
E: naomi.hawney@tribalfusion-corp.com
T: 0203 411 7436
About Tribal Fusion
Tribal Fusion is a new breed of digital advertising company. We combine technology, audience data and publisher partnerships to deliver high-performing display campaigns across one of the fastest growing online ad networks in the UK.
Our proprietary contextualisation technology is integrated on a single platform with targeting, optimisation, and creative tools to provide advertisers with a better understanding of their customers and the ability to reach out to those customers with new levels of effectiveness.
Tribal Fusion was founded in 2001 and is part of the Exponential Group of online businesses – a technology-enabled media services company headquartered in Emeryville, California with operations in 20 locations worldwide.
About ABC
ABC is governed by the media industry, for the media industry and is the expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of 16 media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board make strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry.
JICWEBS www.jicwebs.org is the Joint Industry Committee for Web Standards. This industry-owned organisation meets 4 times a year to provide credibility, comparability and transparency for digital measurement. ABC audits digital media to these industry-agreed standards and accredits other digital service providers across the industry. Representatives on JICWEBS encompass all areas of the industry including advertisers, agencies and media owners from the following trade bodies: IPA, IPA digital, ISBA, AOP, IAB, NS, NPA.
For further information please visit www.abc.org.uk