SOURCE: LiveIntent

LiveIntent

January 26, 2012 10:00 ET

LiveIntent Announces Support for AdChoices; Incorporates Consumer Notification Into Banner Ads Served in Email

NEW YORK, NY--(Marketwire - Jan 26, 2012) - LiveIntent, the platform for buying and selling email ad inventory exactly like display, is now supporting the Digital Advertising Alliance's (DAA) consumer notification offering, AdChoices. This self-regulatory service is being deployed by LiveIntent to support consumer awareness and choice in online advertising. Consumer privacy and control is a top concern for LiveIntent, and complying with the Self-Regulatory Principles for Online Behavioral Advertising (OBA) is a priority.

LiveIntent's technology serves ads into a publisher's email newsletters. When the user opens an email sent by any standard email service provider (ESP) that contains a LiveIntent ad tag, LiveIntent's server delivers that reader the most relevant ad in real-time, right to their inbox, based on the user's device, location, time of day and more. LiveIntent allows publishers to extend their premium display inventory into email and achieve 100 percent sell-through, all while maintaining full control of their inventory.

Now, all ads served by LiveIntent technology may contain the AdChoices logo. Clicking on the logo will bring users to the LiveIntent AdChoices page that explains why that ad was served to them and how they can opt-out of future ads from LiveIntent. There, users will also be able to read about LiveIntent's privacy policy as well as visit the Network Advertising Initiative and the Digital Advertising Alliance to see their opt-out choices from other participating companies.

"At LiveIntent, we're committed to being fully transparent and notifying users of their choices," said Matt Keiser, CEO, LiveIntent. "Consumers have the right to know they are being targeted for ads and making them aware of this tracking will strengthen advertiser-consumer trust in the long term."

LiveIntent for Publishers (LFP) enables publishers to insert LiveTags into their newsletter templates to serve direct sold and LiveIntent exchange campaigns into emails newsletters, to monetize and maximize the yield of their newsletter inventory. LiveIntent for Advertisers (LFA) give marketers the ability to target and deliver ads to relevant audiences, on email open while optimizing results.

"We strive to be fully transparent to our readers and all consumers," said Brian Riback, E-Marketing Strategist for The New York Daily News. "As our readership grows, we want to continue to protect consumer privacy and remain completely supportive to our readers, whether we reach them on the desktop, tablet or mobile."

"Maintaining a rock-solid relationship with our customers is paramount as we look to keep the highest standards of choice in how they consume ads every day," said Paul Rostkowski, President of Varick Media Management (VMM). "Having LiveIntent be AdChoices-compliant gives us the assurance and confidence in their process of delivering our ads to the people who want to see them."

About LiveIntent
LiveIntent is the only company with a real-time display ad platform for email. LiveIntent works with advertisers, publishers and agencies to provide ad optimization, DSP / trading desk and exchanges capabilities. The company is venture-backed by Shasta Ventures, Battery Ventures, First Round Capital, Lerer Ventures and Grape Arbor VC. LiveIntent was founded in 2009 and is headquartered in NYC. For more information and a demonstration of the company's technology in your own inbox, visit www.liveintent.com.

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