By Lou Mastria
This new DAA resource summarizes all enforcement actions reviewed through Summer 2016 by DAA’s two independent Accountability Partners, presenting lessons learned on “how” to implement DAA Principles – to bolster brand engagement and consumer trust.
This week, the Digital Advertising Alliance will start its fulfillment of our Enforcement in Action casebook – a summary of learnings from five years of U.S. enforcement of DAA Principles in the interest-based advertising marketplace.
“Casebook” may sound like a legal resource – and it certainly can be useful to counsel – but its true intent is to be a resource throughout marketing organizations… brand managers, marketing practitioners, strategic advisors, product development, compliance contacts, tech folks, anyone engaged with the responsible collection of user browsing and app usage data – as well as other user data categories – for the purposes of serving a relevant ad.
There’s no shortage of credit to give for all the contributors for the substance in this 200-page-plus resource – but I want to especially acknowledge our Accountability Partners – the Council of Better Business Bureaus Advertising Self-Regulatory Council and the Data & Marketing Association’s Corporate Responsibility Team in particular– plus our own counsel at Venable LLP for their herculean effort to bring this one-stop resource to fruition.
The dozens of cases and the reporting documented to date in this volume have vital teaching for both first parties and third parties, on desktops and mobile, on how DAA Principles for Interest-based Advertising, Multi-Site Data Collection, and DAA Mobile Guidance are interpreted and enforced. [Our DAA Cross-Device Guidance is not part of this resource – enforcement for cross-device takes effect starting February 1, 2017.]
We’re very proud of the Enforcement in Action Casebook. Since we “soft” announced forthcoming publication in September (by exhibiting at tradeshows throughout the fall) we have generated hundreds of orders in advance of publication. Each of our six founding association chief executives also lent contributions in the resource’s foreword and supporting comments. We’ll continue to distribute this volume throughout 2017.
You may order one or two free copies of Enforcement in Action at this address (with fulfillment subject to confirmation): www.digitaladvertisingalliance.org/casebook
Ubiquity is one cornerstone of DAA, but so is accountability and the industry education that flows through this ongoing effort. The marketplace pays attention, and our order volume is one indication that it does so.
Our two Accountability Partners also field thousands of consumer complaints, as well as provide confidential company counseling throughout the year. This work, too, helps to maintain a thriving, vibrant – and responsible – marketplace, as we tirelessly work to protect and preserve advertising innovation, consumer engagement and trust.