FetchBack Sets the Bar for Transparency of Retargeted Ads; Company Adopts New Industry Standard Icon Provided by the Direct Advertising Alliance

TEMPE, Ariz.--(BUSINESS WIRE)--Retargeting leader FetchBack Inc., a part of the GSI Commerce (Nasdaq: GSIC) Global Marketing Services division, today announced its adoption of the Advertising Option Icon provided by The Direct Advertising Alliance. All FetchBack retargeted ads will now include the icon, visible in the upper right corner of each ad. The symbol is trademarked by the Direct Advertising Alliance (DAA) with the intent of making it a universal symbol for consumers. By clicking on the icon, consumers can find out which participating companies are tracking them through online marketing. It includes an “opt out” selection for consumers that do not wish to be tracked online. FetchBack is one of the first retargeting companies to adopt the symbol and joins the list alongside Yahoo and Google.