2014 BLOG POSTS
By Lou Mastria
This blog post is another in our continuing series of coverage from #DAASummit2014, held June 26 in San Francisco.
The "Global View" panel of the recent Digital Advertising Alliance Summit 2014 was an opportunity to showcase not only how the DAA has set the standard for self-regulation here in the United States, but how the DAA Principles are rapidly becoming a global standard, now reaching 32 countries and 24 languages across the European Union, European Economic Area and Canada, and likely expanding to other markets soon. Moderated by the Peter Kosmala, former managing director of the DAA and currently vice president, government affairs, with 4A's, the panel featured representatives from the European Interactive Digital Advertising Alliance (EDAA) and Digital Advertising Alliance of Canada (DAAC).
Dave Barron and Mathilde Fiquet of the European Interactive Digital Advertising Alliance both recognized the differences between the online advertising environment in Europe and the United States, and how the debate over online privacy is not exactly congruent on either side of the Atlantic. However, adapting a self-regulatory body that collaborates with business, public policy groups, and public officials to maintain a high standard of consumer privacy, transparency, and control has made...
By Lou Mastria
The following post is another part of our DAA Summit 2014 coverage series.
While much of the Digital Advertising Alliance Summit 2014 focused on the big ideas, trends and data associated with the macro world of interest based advertising, this particular panel moderated by Interactive Advertising Bureau Senior Director of Public Policy Alison Pepper, pivoted the conversation a bit toward the day-to-day benefits that relevant advertising means to small businesses operating in the online space.
Panelists Paul Banas, CEO and founder of GreatDad.com and Nick Jabbour, founder of MedChats.com, both members of the IAB's Long Tail Alliance, spoke about their business models' reliance on relevant advertising in order to keep customers and patrons returning to their sites and engaged online. The IAB Long Tail Alliance represents small digital publishers that rely on digital advertising sales and have revenues of under $1 million per year.
Both publishers spoke about how relevant advertising allows them to concentrate on the service they provide and the content they produce without having to worry about pay walls or other barriers which for small businesses would mean that consumers would turn away. The audience was treated to a walk-through of both sites that relayed the...
By Lou Mastria
This post is another in a series of summaries from our recent Digital Advertising Alliance Summit 2014.
A panel keynote session at the 2014 DAA's Annual Summit, "The Multi-Screen Majority — Preserving Consumer Advertising Relevancy and Control," offered interesting perspective on how the proliferation of digital devices and their multiple and simultaneous use by consumers is changing the landscape for online advertising.
It's no secret that consumers are increasingly using a combination of multiple devices to view digital content in their daily lives. The continuous rise in the use of these multiple devices has created a new terrain for online advertisers to navigate, especially as it relates to keeping up with the evolving technology while trying to provide a personalized experience for the consumer. The DAA keynote session underscored the reality that the changing landscape presents an enormous opportunity for advertisers and for consumers' convenience, but first digital advertisers must understand the profile of the multi-screen environment and the implications for their efforts to preserve and improve relevant advertising.
One important point made: it is a business imperative that digital advertisers have a solid understanding of consumer activity and use of digital devices via multiple screens. According to moderator Mike Zaneis, who is executive vice president & general counsel with the...
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...
By Lou Mastria
The Digital Advertising Alliance recognizes that location data requires heightened safeguards in mobile environments if we are to maintain consumer trust in this fast-growing advertising medium. This is why the DAA Principles and our guidance for adherence on mobile platforms (which was released almost a year ago) require companies to obtain consent before collecting and transferring precise location data from individuals, and that users be able to revoke that consent at any time. The DAA program is a living example of how sensitive issues like location data can be addressed through a robust, enforceable self-regulatory framework while still allowing for innovation and the ad-funded support of content and services we all enjoy in the multi-screen world.
Essentially this was my message June 4, when I testified before the Senate Judiciary Committee's Subcommittee on Privacy, Technology and the Law – articulating marketers' proactive views on adopting and strengthening our code of conduct for location-based marketing purposes. A copy of our full written testimony is available here. In addition,...