The Better Advertising Project, Inc., a New York-based company designed to enable a more trusted environment for business and consumers in the online ecosystem, has raised $9.5m in a financing round.
The round was led by Warburg Pincus, with participation from members of the company’s management team.
The company intends to use the capital to continue to scale its assurance platform and develop other programs.
Better Advertising is an approved provider of compliance services for the Self-Regulatory Principles for Online Behavioral Advertising of the Digital Advertising Alliance. It gives businesses a standardized way of providing evidence of compliance with industry guidelines, and consumers more transparency into, and control over how their information is used online.
Launched in July 2009, the company works with advertisers, publishers, solutions providers and directly with dozens of global brands who are using its Assurance Platform as a standard method to provide evidence of compliance with the above mentioned principles.