PLI and IAB Launch Online Privacy Tips Campaign; Ad campaign worth 13 million dollars will reach 70% of Internet audience

Business Wire, Oct 2, 2001

Business Editors/Hi-Tech Writers

NEW YORK--(BUSINESS WIRE)--Oct. 2, 2001

The Privacy Leadership Initiative (PLI) and the Interactive Advertising Bureau (IAB) today launched a new online campaign aimed at educating consumers on how they can gain greater confidence in managing their privacy.

The campaign is the result of a partnership between IAB, the leading trade association dedicated to furthering the interests of online, wireless, and interactive television media companies, and PLI, a non-profit partnership that provides research and education to help consumers meet their privacy needs.

A total of 26 IAB member companies plus Eastman Kodak contributed ad space valued at more than $13 million that will generate at least 538.6 million impressions over the next 12 months. This will reach more than 70% of the Internet audience over the course of the year. This wave of the campaign includes seven ads. Additional waves of ads will be developed over the next few months.

The ad campaign focuses on presenting a series of "tips" that will teach consumers how to keep their personal information from theft and abuse. Three ad formats will be used to launch the privacy campaign: banner ads(a), interactive marketing units (IMUs), and a rich media technology format developed by Netomat, an interactive software development company. This new format will be run on three of the 27 participating company's Web sites: About.com, iVillage.com and TerraLycos.com(b).

The ads remind people to:

-- choose and protect unique passwords;

-- ensure a secure online connection before providing credit card information;

-- safeguard an individual's Social Security number;

-- protect personal mail; and

-- prevent unauthorized use of an individual's computer.

"PLI members know that privacy is good for business and that business has a responsibility to directly address the privacy needs of consumers," said PLI Director David Klaus. "Enhancing the consumer's ability to control how their personal information is used either online or off-line is one of the most critical issues facing companies. The campaign we are launching today with IAB starts with the online medium. PLI has other initiatives to aid consumers in the off-line world as well."

Consumer research conducted by Harris Interactive(c) for the PLI reveals that individuals believe they share in the responsibility, along with business and government, to protect their personal information, but feel ill equipped to assume that responsibility.

This online campaign is designed to reach consumers through education - in turn increasing confidence in their personal ability to manage their privacy and security in daily transactions.

"Privacy is a critical issue for our members, and we are pleased to be able to work with the PLI on this consumer education effort," said IAB President & CEO Robin Webster. "We know people are concerned about receiving information and how to meet their individual privacy needs and we believe this campaign will help address their needs. We are indebted to all the companies who have joined us in this important effort."

The ads will launch simultaneously by sites represented 27 IAB member companies.

With assistance from ad networks 24/7 Media and DoubleClick, millions of the nation's Internet consumers will be reached through the sites of the following IAB member companies: About, America Online, Cars.com, CMP Media Inc. (TechWeb), CNET Networks Inc., Discovery.com, Forbes.com, iVillage, iWon, L90, Lightningcast, Monster.com, NetZero, New York Times Digital, Snowball.com, SportsLine.com, TerraLycos Inc., Travelocity, USAToday.com, Vindigo Inc., Wall Street Journal Online, Weather.com, Yahoo!, and Ziff Davis Internet. Eastman Kodak will also be participating in the campaign.

(a) Note to editors: The banner ads can be found at http://www.understandingprivacy.org/content/about/psa_borders.cfm

(b) Note to editors: The new enriched interactive ads running on About, iVillage and TerraLycos are offered in the skyscraper (120 x 660) IMUs, which can be found at www.understandingprivacy.org/keyhole1, and large rectangle (300 x 250) IMUs, which can be found at www.understandingprivacy.org/keyhole2. Each use a graphic design of a keyhole through which one can view various letters. When the user clicks on a letter, the privacy tip is displayed within the keyhole. For example, the letter "A" will lead to a tip about access and protecting your computer against unauthorized use.

(c) Note to editors: The Harris Interactive survey can be found at http://www.understandingprivacy.org/content/library/research.cfm

ABOUT THE PRIVACY LEADERSHIP INITIATIVE (PLI)

The PLI is a partnership of CEOs from major corporations and leading business associations who believe individuals should be able to choose what and how personal information is used in the pursuit of better meeting their privacy needs.

Through research and education, PLI is working to equip businesses to put appropriate privacy practices in place, inform consumers about steps they can take to protect their own privacy, and provide thoughtful research to help give consumers greater confidence in the benefits they can derive from the responsible use of information.