Smowtion Joins Self-Regulatory Program for Online Behavioral Advertising

SILICON VALLEY, Calif., Oct. 10, 2011 /PRNewswire/ -- As part of an advertising industry-wide effort to protect online privacy, Smowtion (www.smowtion.com), a technology company focused on providing products and support for advertising networks, has joined with many of the industry's largest players to self-regulate its online behavioral advertising (OBA) practices - http://www.aboutads.info/participating/. A member of the Internet Advertising Bureau (IAB), Smowtion has agreed to abide by its Code of Conduct which includes the acceptance of the industry's Self-Regulatory Principles for Online Behavioral Advertising.

"This self-regulatory program demonstrates that the online advertising industry is capable of amending its practices so that the privacy of Web users is protected," said Marcelo Garcia Cisneros, Smowtion's spokesperson. "While OBA is of great value to advertisers, consumers should be given the choice of whether or not to participate."

According to the U.S. Federal Trade Commission, online behavioral advertising entails the tracking of a Web user's online activities in order to deliver personalized advertising. Invisible to consumers, OBA enables businesses to tailor their ads so that they are aligned with the inferred interests of their audience. The self-regulatory program uses an "Advertising Option Icon" (a lower case "I" inside a triangle) that advertisers place on Web pages. By clicking on it, consumers are linked to a disclosure statement and an easy-to-use opt-out option.

"For Smowtion, its partners and member publishers, OBA compliance means providing consumers clear information and opt out choices," said Garcia Cisneros. "This is a step forward into a more transparent industry that explains to audiences how technology is used to reach them while providing the tools they need to make the decision that's best for them."

About Smowtion

Smowtion is a technology company specializing in developing products and solutions that help target quality audiences for the online advertising industry. Its proprietary technology helps more than 130,000 publishers—including Web sites, blogs and social networking sites that reach over 250 million users worldwide—through display ads and customized solutions. In 2010, Smowtion was included on Endeavor's List of High-Impact Entrepreneurs at the 36th International Selection Committee  (www.endeavor.org). Please visit www.smowtion.com for additional information or contact our U.S. sales manager in Miami: Andrea Persson: [email protected]. Mobile: 305-331-2037.

SOURCE Smowtion