New York – Better Advertising, the developer of a
self-regulatory program for interest-based online advertising, announced on
Monday that it has raised $9.5 million in new funding, led by Warburg Pincus.
New York-based Better Advertising was incubated inside of Warbug Pincus in 2009,
and launched in July of that year.
The company offers an "Approved
Provider" service for online behavioral advertising firms, which verifies
that companies adhere to a set of principles.
Compliant firms offer users a way
to click on a targeted ad to find out the data that was used to target the ad,
and opt-out of the targeting.