By Lou Mastria
As of today (September 1, 2015), companies which collect and use data across mobile sites or mobile apps for interest-based advertising purposes will be required to demonstrate compliance with the Digital Advertising Alliance Principles as they relate to mobile activity. Importantly, the DAA Principles also include obligations for accessing and using precise location data and personal directory data (such as directories, contacts, photos, etc.).
The announcement of the start of independent accountability in mobile is an important milestone for DAA -- our two enforcement partners Council of Better Business Bureaus and Direct Marketing Association -- and for all of our trade association partners who have helped support self-regulation.
It is important because it continues the drumbeat of DAA delivering on our industry's ecosystem-wide promises for easy-to-find, easy-to-use consumer privacy controls.
It is important because it demonstrates a commitment to meaningful, independent accountability.
It is important because it helps preserve the promise of convenient and relevant mobile engagement between brands and consumers.
It is important because we've demonstrated time and again that nimble self-regulation is the appropriate answer for a dynamic advertising ecosystem.
As you can see, I believe this is ... well, important.
Included here are links to resources that may be helpful to you in your DAA Mobile Guidance plan of...
By Lou Mastria
[Photo: Interactive Advertising Bureau CEO Randall Rothenberg speaks ahead of the Digital Advertising Alliance Summit 2015 session “Building Audience Experiences Across Devices and Platforms.” Session participants included left to right: Charles Curran, senior advisor to DAA (moderator); Vivian Chang, Tapad; Martin Gilliard, Experian Marketing Services; Kevin McGowan, Millennial Media; and David Weiner, Oracle.]
Big Idea: New technologies are helping advertisers and publishers address audiences across different devices. As these technologies emerge, industry is looking to the DAA to develop a sensible approach to consumer transparency and control for device linking.
Our Digital Advertising Alliance Summit 2015, held in June in New York, included a conversation with leading advertising technologists that explored emerging marketplace practices and considerations regarding new cross-device and cross-platform technologies – all of which are being developed to facilitate consumer-brand interactions and help improve consumer experiences across the devices they use.
How Cross-Device Enables Better User Experiences
“The goal of this panel is really to bring and raise our understanding of exactly how cross-device linking technology works,” said Chuck Curran, discussion moderator and senior advisor...
By Lou Mastria
Kathryn Farrara, Unilever, spoke at DAA Summit 2015 and provides here additional thoughts on the company’s participation in the DAA Program. She is a senior marketing counsel at Unilever, a multinational consumer packaged goods company.
The DAA Thought Leadership Series features top leaders discussing current and emerging trends in interest-based advertising derived from responsible data collection online. Changing consumer habits, expectations and evolving technology continue to shape the world of digital advertising. The Thought Leader Series discusses the ethical questions that arise with the changing technology that encompasses digital advertising. In this series we sit down with experts in the industry to discuss the DAA program, consumer privacy and security, and insights around transparency and choice with the consumer.
In this session, we talk with Kathryn Farrara, senior counsel of marketing at Unilever, about the DAA Principles and the importance of remaining transparent while collecting consumer data.
“The true focus is how to ensure that we are meeting the consumers’ needs and getting them information that they need no matter where they are in that process, and that’s called Omni-channel.”
– Kathryn Farrara, Unilever
Watch her discuss the following topics in the interview:
- On understanding the consumer’s path to...
By Lou Mastria
As we head closer toward September, and the independent enforcement of Digital Advertising Alliance’s Mobile Guidance, one of the most often asked questions we receive has to do with creative specifications for the indication of data collection and interest-based ads in mobile environments… Mobile Web display ads, in-app ads, and the like. Just where do advertisers place the “Your Ad Choices” Icon and what links should be in place behind the icon?
As a reminder, the DAA has published specifications on the “Resources Page” of our operations site: http://www.aboutads.info/resource/Ad_Marker_Guidelines_Mobile.pdf
Example: In-App, In Ad…
Example: Rich Media Ad…
Example: In App, In Settings…
By Lou Mastria
Photo: Peggy Hudson, senior vice president of government affairs, Direct Marketing Association (standing), introduces a DAA Summit 2015 panel discussing self-regulation for online and mobile data collection, how DAA Principles are implemented in their respective companies, and the consumer trust the engenders as a result. Seated left to right are Sheila Colclasure, public policy & privacy officer, Acxiom; Rachel Glasser, global marketing data protection and privacy program manager, GroupM Connect; Kathryn Farrara, senior counsel, marketing, Unilever; and Scott Meyer, CEO, Ghostery.
Big Idea: How companies implement DAA self-regulatory Principles and how these principles enable consumer trust create significant business benefits.
The Digital Advertising Alliance Summit 2015 in June featured several companies that examined their own respective journeys with self-regulation and the DAA Principles – and were willing to share just how they leverage adherence for multiple effects.
“Think of this panel as a how to,” began Peggy Hudson, senior vice president of government affairs at the Direct Marketing Association and a DAA Board member, as she introduced the market-facing panel to discuss the importance of self-regulation in engaging consumer trust. “Self-regulation is what...