BrightTag Launches New Privacy Feature that Enables Brands to Honor & Comply with Online Customers’ Opt-Out Requests

BrightTag ONE-Click Privacy Gives Marketers/Site Owners Privacy Controls to Offer Their Customers, Reinforcing Trusted Online Engagement Between Brands & Consumers

CHICAGO — November 16, 2011 — BrightTag, a technology platform provider for the digital marketing industry, today announced the general availability of BrightTag ONE-Click Privacy, a new feature for brand marketers and website owners using the BrightTag ONETM server-to-server integration platform for data collection and distribution.

BrightTag ONE-Click Privacy enables marketers/website owners to provide effective privacy choices to their customers while complying with rapidly changing privacy regulations on a global basis. In conjunction with the BrightTag ONE platform, the new offering provides a privacy toolkit that enables brands to:

  • Offer customers an opt-out choice that completely stops websites’ behavioral advertising partners from receiving data about those customers as they interact with the site
  • Honor consumers’ “Do Not Track” browser settings
  • Support current and future opt-in/opt-out regulations that vary by country and geography
  • Provide connectivity between the brand and their online behavioral advertising (OBA) partner

“In the current environment, marketers who don’t have firm control over the activities of the companies that interact with consumers visiting their site face significant privacy risks,” said Jules Polonetsky, Director of the Future of Privacy Forum. “This challenge only becomes more complex when responsible companies try to respect consumer’s privacy decisions in a complex interconnected environment. BrightTag’s new offering gives online marketers a flexible and transparent way to comply with various and changing global privacy regulations.”

BrightTag ONE-Click Privacy addresses challenges in existing opt-out methods, allowing brand marketers and site owners to provide a simple one-click option to enforce consumer data collection and privacy preferences. The product transparently displays a real-time list of behavioral advertising partners active on the site.

“I’m looking for tools that simplify my management of relationships with multiple marketing service providers without sacrificing my customers’ requests for privacy and a positive user experience,” said Andrew Bleiman, Director of Marketing at Trunk Club. “The pace at which digital marketing moves requires a dynamic method for ensuring my customers’ privacy requests persist even as my marketing partners change.”

Mike Sands, BrightTag CEO commented: “BrightTag ONE-Click Privacy allows our brand partners/clients to have a privacy discussion directly with their customers and preserve the trust brands have built painstakingly through engagement. Our unique BrightTag ONE server-to-server integration platform enables BrightTag to let our clients extend an additional layer of consumer privacy protection that goes beyond browser-based solutions. BrightTag ONE-Click Privacy is designed to help our clients comply with privacy requirements that vary market by market.”

BrightTag ONE-Click Privacy is available now to BrightTag ONE clients worldwide. For more information, visit

About BrightTag
BrightTag is redefining the way data is collected and shared across the digital marketing ecosystem. With the BrightTag ONE™ integration platform, marketers have complete ownership and control of data gathered on their websites combined with freedom and flexibility to innovate by working with any third-party digital service provider. BrightTag ONE, the company’s cloud-based integration platform, provides a connectivity layer between first-party data and the marketing and analytics services supporting the site. BrightTag’s clients include many of the world’s top brands in retail, travel, hospitality, financial services and education, and hundreds of online marketing and analytics providers continue to integrate their technology with the BrightTag ONE platform.

Headquartered in Chicago, BrightTag is funded by New World Ventures, TomorrowVentures, EPIC Ventures and I2A Fund. BrightTag was named by VentureWire and an independent board of review at Dow Jones/The Wall Street Journal as one of the 50 most innovative technology companies of 2011 and a member of the FASTech50. For more information, visit

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Originally published November 16, 2011

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