Specific Media Empowers Online Consumers With Advertising Option Icon

Nov 04, 2010 (12:11 PM EDT)

IRVINE, Calif., Nov. 4, 2010 /PRNewswire/ -- Specific Media, Inc., the world's largest independent media platform, today announced it will be one of the first IAB members to launch the Advertising Option Icon, a new clickable tool that will give web surfers a simple way to make informed decisions about how data is collected and used for online behavioral advertising purposes.

"At Specific Media, we strive to see the world through the eyes of our clients and their customers," said Tim Vanderhook, CEO of Specific Media.  "That means empowering consumers to make informed choices about online privacy, and at the same time, we work to enhance their Internet experience and deliver outstanding performance for our clients. The Advertising Option Icon works because it's a straightforward, easy-to-use tool."

"Transparency and notice are critical to creating a safe and enjoyable consumer experience," said Mike Zaneis, vice president, public policy, Interactive Advertising Bureau (IAB). "We applaud Specific Media for utilizing the Advertising Option Icon and we encourage others to follow suit, so that we continue to provide consumers with information and tools to manage their online privacy."

The process is simple.  The Advertising Option legend and icon are a transparent overlay on top of each online ad.  When a user clicks only on that portion of the creative they will be taken to where they can learn more exactly the kinds of data Specific Media collects – and doesn't collect – and why.  If they choose to opt-out, it's only a two-click process.

Specific Media market tested the icon during a summer campaign for MasterCard and in October officially launched it in a campaign for Zales, the most recognizable name in jewelry and an acknowledged authority on diamonds.  

This week, Specific Media launches the icon with another partner, Electronic Arts, Inc., the award-winning international developer, marketer, publisher and distributor of video games.

According to EA's marketing team, EA is a brand that video game aficionados look to for the most realistic, high-performance and leading-edge games in the world, so we're proud to be associated with Specific Media, another high-performing company, and the leadership role they are playing in the deployment of this self-regulatory effort.

Other advertisers, including high-end watchmaker Breitling, will launch campaigns using the Advertising Option Icon with Specific Media in the fourth quarter, with a broader rollout in early 2011.

Specific Media has also been recently recognized by DoubleVerify, a pioneer of online media verification, for being one of the highest rated networks in online ad delivery and compliance.

For more information the Advertising Option Icon, visit

About Specific Media

Specific Media is the world's largest independent media platform with headquarters located in Irvine, CA. Specific Media works with hundreds of websites in the US, UK, France, Germany, Denmark, Sweden and Norway buying display (image) advertising space and re-selling it in carefully targeted packages to advertisers and agencies. The targeting options offered by Specific Media range from simple geographic locations, to more complicated targeting involving user's interests. The targeting helps to identify the sites and groups of users that are most likely to create a response to an advertiser's campaign.

SOURCE Specific Media, Inc.