Have you ever seen an AdChoices button on a display ad while browsing the web? Most consumers have, and if you've ever wondered what the little icon means and why it's important, we've got answers for you. 

This morning, Flite announced a partnership with TRUSTe, the leading global data privacy management (DPM) company, to offer the TRUSTed Ads technology as the newest addition to the growing list of third-party apps available on the Flite Platform. 

The TRUSTED Ads component in Flite gives brands, publishers, and agencies the ability to insert the industry-sanctioned Advertising Option Icon — often seen as an AdChoices button — within a Flite display ad.This integration allows customers to be compliant with the industry recommended self-regulatory principles for Online Behavioral Advertising (OBA) and FTC guidelines. 

The way it works is that when a user clicks on the AdCohices icon, it expands to a simple notice about OBA practices. It also links to an intuitive interface where consumers can view a list of entities that are able to collect and use their data for online behavioral advertising. At this point, users can opt out of receiving behaviorally-targeted ads from some or all of these entities.

Why is this important? Because we believe that it's crucial for consumers to have knowledge about who can access their data and what is being done with it. Here's a quote from our CEO on the issue:

As online advertising and targeting technologies become more sophisticated, it's important for consumers to manage their data and have a voice in determining who can access that data," said Will Price, CEO of Flite. "As a company, Flite is committed to enabling best practices across the online advertising ecosystem. Our partnership with TRUSTe allows us to offer solutions that build trust between the advertiser and consumer."
- Will Price, CEO, Flite

We're pretty excited to partner with TRUSTe to offer our clients a way to be proactive about where the online advertising industry is going in terms of self-regulation. We also want to give users more transparency and control to have as best of a browsing experience online as possible.