By Lou Mastria
A new milestone in the Digital Advertising Alliance was achieved this week: We announced new mobile guidance for assuring that our Self-Regulatory Principles currently enforced on the “desktop” web are honored in mobile environments, providing consumer-friendly privacy controls in this fast-growing medium.
The new DAA guidance for the first time advises advertisers, agencies, media and technology companies how to provide consumers the ability to see and exercise control over the use of cross-app, personal directory and precise location data in mobile apps. Not only does this new guidance signal to consumers that various forms of online data are being collected and used to deliver them advertising tailored to their interests, but it also offers a centralized opt out of the use of that data.
A full copy of the Mobile Guidance is posted here: https://digitaladvertisingalliance.org/sites/aboutads/files/DAA_files/DAA_Mobile_Guidance.pdf
It’s been an undertaking two years in the making, involving a host of stakeholders from brands to mobile providers. The announcement kicks off an industry education effort to help businesses comply before independent enforcement of the guidance begins.
We have accomplished this effort with the active participation of all our trade organization members: 4A’s, American Advertising Federation, Association of National Advertisers, Interactive Advertising Bureau, Direct Marketing Association and Network Advertising Initiative – as well as our enforcement partners DMA and Council of Better Business Bureaus.
One of these organizations, NAI, also announced this week its Mobile Application Code, which is in line with DAA’s Guidance: https://www.networkadvertising.org/mobile/NAI_Mobile_Application_Code.pdf
I wanted to share the comments of marketing leaders who comprise DAA’s Board – recognizing and thanking them for their active role here:
Nancy Hill, President and CEO, 4A’s
“Expanding the DAA program in the mobile environment proves that such a self-regulatory program can meet the ever-pressing challenge to evolve with new technologies. We felt that it was imperative that our members play a key role in such a pivotal effort to advance the art of advertising while bringing consumers more transparency and control in the mobile world.”
James Datri, President and CEO, AAF
“The advertising industry has long had the gold standard for industry self-regulation,” said AAF President James Edmund Datri. “This move into the mobile environment demonstrates our commitment, once again, to consumer trust and protection. Technologies and communications methods may change, but our promise to treat our customers in a fair and ethical way never will.”
Bob Liodice, President and CEO, ANA
“The DAA program is not only global, but now also mobile. The expansion of the DAA program into the mobile realm is an extraordinarily important development. Mobile is, by far, the fastest growing media category. Half of all U.S. adults now have a connection to the web through either a smartphone or tablet, so it’s all the more critical that they have control over how they receive advertising on their mobile devices. The DAA mobile guidance give them that control.”
Carrie Hurt, Interim President & CEO, Council of Better Business Bureaus
“Deploying the DAA program across the mobile ecosystem brings us another step forward in providing greater compliance and transparency for consumers through better privacy disclosures and controls.”
Linda Woolley, President and CEO of DMA
“Using data in a responsible manner is essential in building and keeping consumer trust, and provides great benefit to businesses and consumers alike,” said DMA President and CEO Linda A. Woolley. “DMA’s mission is to advance and protect responsible data-driven marketing, and DAA’s next step into the mobile space is a great example of how self-regulatory programs can be implemented across the full spectrum of technology platforms.”
Randall Rothenberg, President and CEO of IAB
"The tenets of consumer privacy and control are critical to the growth and expansion of the entire interactive advertising ecosystem, whether on large or small screens. Consumers are consistently turning to their mobile devices as powerful digital dashboards that guide them from the moment they wake up, through the workday and into their evening entertainment hours – and mobile advertising has skyrocketed as a result. This mobile self-regulatory program is a vital next step in cultivating mobile’s dramatic rise.
Marc Groman, Executive Director and General Counsel, NAI
“Consumer choice is what powers the digital economy and having a robust third-party advertising ecosystem is key to making online choices so diverse. The self-regulatory program underscores these benefits by giving consumers more transparency and choice in interest-based ads they view on their mobile devices.”
With industry education efforts now beginning, we will be actively relying on all these organizations to help us bring self-regulation success to the entirety of the mobile medium to meet consumer expectations for privacy controls in a clear, transparent manner. Just as we’ve done already for desktop environments with our Advertising Option “AdChoices” Icon program. Stay tuned.