Weve IAB Mobile Advertising

Weve puts opt-out AdChoices icon on all mobile display ads

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By Jennifer Faull | Deputy Editor

June 24, 2014 | 2 min read

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Weve – the joint venture between O2, EE, and Vodafone – is to serve the AdChoices icon on every display ad, both mobile and in-app, in a bid to give users greater transparency and control over targeted interest-based advertising.

The AdChoices icon has been used to signpost targeted online ads to consumers in the UK and EU markets for over two years and last year the Internet Advertising Bureau (IAB) UK led a pan-European campaign to raise awareness of online behavioural advertising and give consumers more control over their data.

However, Weve has said in an “industry first” it has “cracked the problem of persistence” as once a user has opted out, they won’t see interest-based ads via Weve even if they subsequently acquire a new handset due to the operator-level involvement in the process.

Weve revealed that during beta opt-out rates were 0.002 per cent against the impressions served.

“After months of beta, we are very close to the full commercial launch of our mobile display advertising service. The company has worked to develop and create a service that delivers targeted display advertising for consumers based on ads that are directly relevant to them, built on factors such as age, gender, location and interest segments,” said Shiv Bhaduri, head of media products at Weve.

“We have been very focused on giving users control over what kinds of ads they see and how those ads are chosen for them. That’s exactly what the AdChoices icon is about – giving people a simple, effective way to stop receiving targeted advertising; we have moved it on a level at Weve.”

The opt-out process involves three steps; users click the triangular icon in the corner of any ad, and they’ll be taken to an opt-out page where they can stop receiving such ads. If they want more information about exactly what information is being used to send them those ads, they can also view their mobile operator’s privacy policy.

Weve said brands and agencies will benefit from the increased transparency, allowing them to build trust among their mobile consumer base.

Weve IAB Mobile Advertising

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