Specific Media Adopts IAB Ad Option Icon

Irvine-based Specific Media, the online advertising network run by Tim Vanderhook, said today that it is implementing the Interactive Advertising Bureau (IAB) Advertising Option Icon, across all of its online display ads. Specific Media claimed it will be the first IAB member to do so, and is tapping PreferenceCentral, a provider of consumer privacy software, to deploy the icon. The IAB's Advertising Option Icon allows consumers to click and determine how and what advertisers can collect about them, and is a response to concerns over what kinds of information Internet advertisers and online Internet advertising networks have been gathering and collecting about users. The Icon also allows consumers to opt out of behaviorally targeted ads from the company in the future.