FetchBack Finds Enhanced Notice Doesn't Result in More Opt-Outs

Even Gains New Ad Clients Impressed by the Disclosure

Phoenix (August 25, 2009) FetchBack Inc., the leading online Retargeting Company today announced that when enhanced notice is added to behaviorally retargeted ads, the result is not a higher opt-out rate, but rather fewer opt outs.

On June 4th, Fetchback said that that all retargeted advertisements it served going forward would contain a link that gives consumers enhanced notice about why they were shown the ad. The tag at the bottom of every FetchBack ad takes consumers to a webpage where they can learn about the company that is retargeting them, and allow them to opt-out of all future FetchBack-served ads. Early results show that after Fetchback adopted the enhanced notice ad tag on its ads, the opt-out rate actually dropped.

FetchBack's early data shows that there was little to no effect on opt out rates when you look at the same number of unique individuals reached within a similar time period before and after implementing enhanced notice. Additionally, FetchBack also found there were some unintended, yet very positive, consequences of the enhance notice. For example, consumers used the "contact the company" option on the information page to send emails asking for more information about the offer they saw on retargeted ads. In one example, a customer emailed FetchBack asking why she can't get the 10% off her order she saw in the retargeted ad. FetchBack forwarded it to the client and they fixed the issue. Also, new advertising clients found FetchBack by clicking on the ad info tag on the ads they were shown. They said that they saw that retargeting was working on them and wanted to do what other marketers and their competitors were doing.

Two new retargeting reports allow advertisers to see among other things, how long, in hours, it takes prospects to return to their site after viewing a retargeted ad online.

"At times it can be scary to think that you are giving such prominent notice and choice for consumers when it comes to behavioral targeting. It's important that those in the BT industry realize that Enhanced Notice actually opens the doors of communication, rather than closing them. Some hear the 'fears' coming from observers of the behavioral targeting hearings in Washington is that if the government legislates more stringent notice standards, that consumers will drop out of ad targeting faster than ever," says Chad Little, President / CEO of FetchBack. "The early results show that if you give consumers clear notice and choice about how their data is used, it does not undermine your business. We encourage the online ad industry to join us in this important step towards greater consumer choice and control over targeting data."

FetchBack (www.FetchBack.com) is the Retargeting Company. On average, 98% of a Web site's visitors leave without converting. FetchBack 'fetches' them back to that site via the industry's most advanced Retargeting platform. FetchBack provides reach with ease across multiple networks, actionable analytics, and keyword targeted dynamic ads. FetchBack Retargeting is easy to implement, and maximizes the conversions that Retargeting has to offer.