By Lou Mastria
The Digital Advertising Alliance hosted its second annual Summit for participants – its first on the West Coast – on Thursday, June 26, at the stunning art-deco City Club of San Francisco. Interest-based marketing executives representing large publishers, leading brands, ad tech, startups and agencies big and small, came to hear two keynotes, headlined by Federal Trade Commission's Jessica Rich of the Bureau of Consumer Protection, and seven sessions that covered updates to the DAA program, current industry focus on the multi-screen user, compliance, competition and impact on small publishers, as well as the economic value and global expansion of the DAA program.
The event also gave DAA the "surprise" opportunity to announce a preview, with animation, of two new mobile choice tools for users – AppChoices, a free application that enables consumers to opt out of interest-based ads served across mobile applications; and the adaptation of the current DAA Consumer Choice Page to the mobile screen. Both tools will be formally released and announced later this year. More than a half dozen companies have voiced their intention to participate in AppChoices. To participate or for more information about AppChoices, send a note to AppChoices@aboutads.info.
Previews of AppChoices and the mobile version of our Consumer Choice Page already have generated significant media placements, among them:
- "TRADE GROUP BRINGS ONLINE AD PRIVACY TOOL TO MOBILE" (Ad Age, June 26, 2014) http://adage.com/article/privacy-and-regulation/trade-group-brings-online-ad-privacy-tool-mobile/293901/
- "TRADE GROUP PREVIEWS APPS TO GIVE MOBILE USERS CHOICE ON ADS" (PC World, June 26, 2014) http://www.pcworld.com/article/2388960/trade-group-previews-apps-to-give-mobile-users-choice-on-ads.html
- "DIGITAL ADVERTISING ALLIANCE ADDS MOBILE PRIVACY CONTROLS" (AdExchanger, June 26, 2014) http://www.adexchanger.com/ad-exchange-news/digital-advertising-alliance-adds-mobile-privacy-controls/
- "DIGITAL ADVERTISING ALLIANCE UNVEILS MOBILE PRIVACY APP" (MediaPost, June 26, 2014) http://www.mediapost.com/publications/article/228874/digital-advertising-alliance-unveils-mobile-privac.html
During the opening session, DAA Executive Director Lou Mastria and Chief Counsel Stu Ingis of Venable LLC summarized recent alliance activity since the 2013 Summit:
- the release of mobile guidance of DAA Principles, governing data collection across apps, location data and personal directory data;
- Congressional testimony;
- research on the value of information sharing and its economic impact on interest-based advertising;
- consumer surveys and how consumers came to discover and buy products by virtue of relevant ads served to them;
- global expansion to 32 nations and 24 languages; and
- compliance enforcement.
Also noted were three milestone metrics: 1 trillion DAA Advertising Option ‘AdChoices' Icons served globally monthly, 33 million unique visits to DAA's two sites www.aboutads.info and www.youradchoices.com, and 4 million opt-out actions taken to date on the Consumer Choice Page. Collectively, they have served to lift consumer awareness, business awareness and policymaking awareness – and support – of the program.
"We do not take for granted – and never will – the positive comments that the Federal Trade Commission has made regarding self-regulation, and Members of Congress, have given, and not even the favorable coverage we receive in the press," Mastria told attendees. "It is only because of the hard work you've undertaken, and how we have worked cooperatively and collaboratively, that we have been able to achieve what we have – and in a very, short, short time. This is only our second Summit – and we already have a DAA app, AppChoices!"
Lou also made sure attendees were kept abreast of the U.S. team's outcome in the World Cup, as the Summit corresponded to U.S. v. Germany. "Without online advertising, I could never get the World Cup score for free as it happens." [The U.S. lost the match, but still moved on to the Knockout Round, which generated cheers.]