By Lou Mastria
Big Idea: Video ads are a vital format for advertisers to reach a consumer on multiple devices, and improved customization will increase effectiveness
Association leaders affiliated with the founding of the Digital Advertising Alliance announced their support today (November 16, 2015) with the unveiling of DAA guidance, "Application of the DAA Principles of Transparency and Control to Data Used Across Devices."
Their reaction includes:
Nancy Hill, President and CEO, 4As (American Association of Advertising Agencies)
"This announcement shows once again why robust self-regulatory regimes can be so effective and adaptable. The cross-device ecosystem has exploded in recent years, and - with this announcement - the DAA has moved quickly to ensure that the application of its Principles has kept pace with those new technologies."
James Edmund Datri, President and CEO, American Advertising Federation
"The digital advertising industry is committed to providing consumers with robust information and choice over the interest-based advertising they receive, across new channels and devices. We are pleased that the DAA continues to demonstrate the value of its Self-Regulatory Principles to millions of consumers now using tablets, smartphones, and other devices."
Bob Liodice, President and CEO, Association of National Advertisers
"Lasting consumer relationships with brands are built on trust, and the DAA program builds that trust by giving consumers information and control over the interest-based advertising they receive. We are very pleased the DAA program is keeping pace with changes in technology and consumer behavior."
Thomas Benton, CEO, Direct Marketing Association
"Marketers move at a rapid pace to optimize their channels ahead of changes in technology, and with today's announcement DAA continues to stay on the leading edge of modern marketing. Channel synchronization is critical for digital marketers communicating a consistent message with consumers across a variety of digital platforms. Today's self-regulatory tools give marketers the ability to innovate for their businesses while continuing to provide choice for consumers. As a founding DAA member and leader in sustaining and advancing a self-regulatory framework, DMA is pleased to contribute to DAA's efforts to provide transparency and control across all of today's marketing channels."
Randall Rothenberg, President and CEO, Interactive Advertising Bureau
"Online advertising is the engine that drives the free marketplace of content and services for consumers online, and the DAA's self-regulatory efforts help consumers understand the choices and control they have over interest-based advertising. As consumer's online behavior expands to include a range of new devices, the DAA's cross-device guidance will give participants in the advertising ecosystem the framework they need to respect consumer choices."
Leigh Freund, President and CEO, Network Advertising Initiative
"The NAI thanks the DAA for taking this important step, and looks forward to working closely with the DAA to implement guidance throughout the digital advertising industry. In addition, NAI will continue working with its members to promote responsible data collection and use practices for interest-based advertising in a technology neutral manner which accommodates the emergence of new technologies such as cross-device."
The Guidance itself is posted here.