By Lou Mastria
This effort is organized under the Partnership for Responsible Addressable Media (PRAM)
Today, a group of trade associations, many of which are represented on the Digital Advertising Alliance (DAA) Board of Directors, and many DAA Participant companies announced a new initiative to advance and to protect critical functionalities such as customization and analytics for digital media and advertising, while safeguarding privacy and improving the consumer experience. This effort is organized under the Partnership for Responsible Addressable Media (PRAM). Stu Ingis, general counsel to DAA and chairman of Venable LLP, will lead the .
The DAA will act as a convener for trade associations on the DAA Board, including 4A's, Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB) and Network Advertising Initiative (NAI) for the policy and legal working group of PRAM. We will also make additional seats at this important table available to representatives of DAA participating companies who, many times in the past decade, have helped agencies, publishers, marketers, advertisers, and ad tech companies navigate complex issues before through the DAA’s Principles Committee, for example in the drafting of the DAA Mobile Guidance and other DAA Principles.
While much has been written and said about ‘cookies and beyond,’ this marks the first, tangible cross-industry initiative to review, collaborate and advance the industry on the important issues of responsible addressable media going forward, including bedrock privacy principles of transparency and control. PRAM has released a draft of initial principles that will guide its work. (The principles may be further modified with input from PRAM’s working groups, including the legal and policy working group, over time.)
- Consumer privacy should remain a foundational pillar of the solution by providing consumers with meaningful transparency and controls, giving the marketplace the tools to understand consumer preferences and the ability to abide by those preferences.
- Consumers should have access to diverse and competitive content offerings, supported by their choices to engage with digital advertising in exchange for content and services.
- Business operations, including ad targeting, ad delivery, frequency capping, campaign management, analytics, cross-channel deployment, optimization, and attribution should be sufficiently supported and improved upon through better technological and policy standards for all critical use cases.
- Solutions should be standardized and interoperable for consumers and businesses across browsers, devices, and platforms, subject to applicable privacy laws and guidelines and to the extent it is reasonably technically feasible, efficient, effective, and improved over existing technology.
- All browsers, devices, and platforms should allow equal access, free from unreasonable interference, to the new solutions.
- Companies that utilize the resulting solutions should follow industry and legal privacy standards, with strong accountability and enforcement for those that violate the standards.
As we ramp up the Partnership’s legal and policy working group, we would like to make sure that additional voices are represented. If you would like to learn more about participating in this cross-industry effort in the months ahead, then please contact me, Lou Mastria, executive director, DAA, now at firstname.lastname@example.org.