By Lou Mastria
This week, the Digital Advertising Alliance took its next step in our efforts to extend effective, independent, ecosystem-wide self-regulation to the online marketing marketplace as it applies to mobile platforms. We announced independent enforcement of our Mobile Guidance will begin September 1, 2015.
This is a big step.
The DAA’s mobile journey began when we released our Mobile Guidance in the U.S. marketplace. Importantly, these were not “mobile guidelines” but interpretation and application of DAA’s existing Principles for Interest-Based Advertising (IBA) and Multi-Site Data Collection for mobile marketing. These were followed up by a steady diet of industry education events (Webinars and conference speaking), release of Mobile Specifications for placement of the DAA Icon in mobile advertisements, and our announcement in February this year of expanded Consumer Choice tools, in our Consumer Choice Page for Mobile Web and AppChoices mobile application.
As of September 1, 2015, companies...
By Lou Mastria
February 2015 was a milestone month for the Digital Advertising Alliance. Last month, we announced public availability of two new tools for smartphone and tablet users in the U.S.: (1) Consumer Choice Page for Mobile Web – a mobile-optimized version of our long-standing “desktop” Consumer Choice Page, and (2) AppChoices, our first mobile application enabling transparency and choice for cross-app data collection and interest-based advertising in app environments.
Together, they represent a “Promises Made, Promises Kept” moment for DAA – a commitment we had made to stakeholders. It has been a disciplined and deliberate journey which first resulted in the release of our Mobile Guidance to companies on how to adhere to DAA Principles for multi-site (and multi-app) data collection for applicable DAA business purposes, principally interest-based ads. Next we developed creative specifications for placement of the DAA Icon in mobile interest-based ads. Then in launching AppChoices and Consumer Choice Page for Mobile Web, DAA delivered to...
By Lou Mastria
As Advertising Week 2014 drew to a close this past September, there was one remark I heard that I found to be particularly impactful, and true to its core. During one of the sessions, a U.S.-based digital marketing executive spoke of self-regulation as the “gold standard” on how to grow a realm of responsible multi-screen data collection and use for interest-based advertising. He was referring to the Digital Advertising Alliance.
What DAA’s self-regulation program has achieved to date is extraordinary – certainly unprecedented in the advertising discipline overall – and perhaps a new model for cooperation, coordination, participation and partnership in business self-regulation, both domestically and globally. As I look back on 2014, it was a year of momentum and engagement with so many of our stakeholders – proving the value of meaningful self-regulation for all of the DAA Participants whose current and future success is tied to bringing relevancy to consumers on “desktop,” mobile web or in-apps.
In 2015, DAA continues to evolve to meet the demands of the multi-screen market and to help marketing organizations build trust by enabling a consistent consumer experience each of the 1 trillion times per month the DAA icon is served globally. In just a couple of weeks, for example, we’ll be launching our first consumer-facing app – AppChoices – and we encourage your participation there to help give app users transparency and choice regarding in-app...
By Lou Mastria
Recently, our accountability partners at the Council of Better Business Bureau’s (CBBB) Advertising Self-Regulatory Council (ASRC), made public its compliance work with five Web sites to ensure enhanced “real-time” notice is given to consumers when data on their sites, within the scope of Digital Advertising Alliance Principles, is being collected and used by Web sites’ third-party partners.
According to ASRC,
“Notice and choice on interest-based ads are delivered through the familiar Advertising Option Icon (AdChoices Icon). Over a trillion impressions of the AdChoices Icon are served each month, according to DAA statistics, evidence of the depth of compliance among advertisers and third parties responsible for delivery of in-ad enhanced notice. Today’s decisions remind website publishers that they must shoulder their responsibility to ensure that the delivery of enhanced notice is just as ubiquitous when third-parties are collecting data for OBA [interest-based ads] on their websites. In either situation, a consumer should be able to click on the enhanced notice link and go directly to a place where they can learn more about interest-based advertising and find an opt-out tool.”
There needs to be live links to explanations of the data...
By Lou Mastria
With Zogby Analytics’ newest consumer polling, we’ve tapped consumer opinions about their use of mobile, and their attitudes toward data collection and interest-based advertising – and we’re seeing not only gratifying results overall, including a preference for relevant advertising on mobile screens specifically.
This shouldn’t be too surprising: last year consumers said much the same for their general online experience.
In our latest commissioned poll, nearly 6 in 10 U.S. adult respondents said they would feel more favorably toward companies and brands that provided ubiquitous, real-time choice regarding their advertising practices symbolized by our now ubiquitous icon.
Source: Zogby Interactive Survey of 1,015 US Adults – 10/03/14 – 10/05/14 Margin of Error ±3.1 Percentage Points.
Our goal at Digital Advertising Alliance is to build tools that enable a reliable, consistent consumer experience – on desktops, tablets and smartphones – for...