Factual — which bills itself as a neutral data company making location data accessible to everyone — just announced it has become a member of the Network Advertising Initiative (NAI), the leading self-regulatory association dedicated to responsible data collection and its use for digital advertising.
The NAI, a non-profit organization founded in 2000 in order to maintain and enforce high standards for data collection and use of data in online and mobile advertising, has a membership roster comprised of more than 100 advertising and advertising technology companies who have committed to meet the NAI’s standard for consumer privacy.
“The Internet as we know it is built on a foundation of data; without consumer trust and privacy safeguards, the entire monetization ecosystem that enables the free services we enjoy will cease to function,” said Gil Elbaz, the founder and CEO of Factual. “As a neutral, behind the scenes data company, it’s been vital since day one to treat consumer data with the utmost respect, and I’m delighted to have the NAI’s seal of approval on our practices.”
Factual is also a participant in the Digital Advertising Alliance (DAA). In addition, its alliance with the DAA’s AppChoices app makes it easy for consumers to exercise choice and opt-out from interest-based advertising.
“We are excited to welcome Factual as a new member,” said NAI President and CEO Leigh Freund. “Factual has an innovative business model and creative approach to data collection and use for digital advertising. We look forward to working with them to continuing NAI’s leadership in self-regulation for our industry.”