PLI, IAB Debut Online Privacy Ad Campaign

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The Privacy Leadership Initiative and the Interactive Advertising Bureau yesterday launched a $13 million online ad campaign to educate consumers about privacy.


The campaign will generate at least 538.6 million impressions over the next 12 months and reach more than 70 percent of the Internet audience, according to the PLI.


The advertising campaign is a key component of a public relations and Internet effort by the Privacy Leadership Initiative, a privacy research and education partnership of CEOs from 15 corporations, including Acxiom, DoubleClick and Experian; and nine business associations, including the Direct Marketing Association and the IAB.


The ads, which will include banners, interactive marketing units and rich media, contain tips to help consumers protect their privacy. Tips cover password selection, Web site security and protection of personal information.


The banner ads will run on the Web sites of 26 IAB member companies, including About, America Online, Cars.com, CMP Media Inc. (TechWeb), CNET Networks Inc., Discovery.com, Forbes.com, iVillage, Monster.com, NetZero, New York Times Digital, SportsLine.com, TerraLycos Inc., Travelocity, USAToday.com, Wall Street Journal Online, Weather.com, Yahoo and Ziff Davis Internet. Eastman Kodak also will run the ads.


The effort begins nearly a year after Direct Marketing Association president/CEO H. Robert Wientzen announced a multimillion-dollar privacy consumer-education campaign during his keynote address at the fall DMA conference in New Orleans last year.


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