Mediaplex-Valueclick (quietly) joins the NAI

June 24, 2009

Mediaplex, one of the ValueClick subsidiaries, has joined the Network Advertising Initiative, joining other recent entrants, Quantcast, BurstMedia, richrelevance.

New language yesterday on their privacy page:

Mediaplex is a member of the Network Advertising Initiative (“NAI”). The NAI is a cooperative of online marketing and analytics companies committed to building consumer awareness and establishing responsible business and data management practices and standards. For more information, please visit

With the increasing regulatory attention to behavioral targeting, ad networks can no longer afford to go-it-alone without any industry oversight. I wouldn’t be surprised if we see several new NAI members a week through the summer.

Observation: you rarely see any public announcement when new companies join the NAI. Does that just reflect concern about any association with behavioral targeting? Or is the NAI saving up for a big announcement?


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