By Lou Mastria
The Digital Advertising Alliance (DAA) has launched our newest web property, digitaladvertisingalliance.org. The new site builds on our commitment to educate the advertising industry about DAA’s established and enforceable principles for responsible privacy practices across the online advertising industry, and to provide consumers with enhanced transparency and control regarding relevant advertising on their digital devices.
The site is part of a larger effort to help key audiences better understand the role we play as the industry’s self-regulatory body for stewarding responsible privacy practices for interest-based advertising in desktop, mobile and multi-screen environments. The blue DAA Icon, which provides enhanced transparency into interest-based advertising practices, is served globally 1 trillion times each month.
As we grows and evolve, so too does awareness of our unique self-regulatory model among advertisers, and policymakers. As we continue to expand into the mobile and multi-platform environments where brands and consumers engage, this site will be the anchor for these key audiences to stay apprised about the DAA program and the core principles that define our mission to be the digital advertising industry’s standard-bearer for consumer privacy by providing effective and enforceable transparency and control at an increasingly global scale.
The site will help DAA tell the story of the tremendous value of interest-based advertising that operates under strong self-regulatory principles. Research demonstrates that users prefer ads relevant to their interests, click on interest-based ads at twice the frequency of standard ads, and value the protections the DAA self-regulatory program provides.
This site, the third among a group of DAA Web properties that include a consumer education site, http://youradchoices.com and our original landing page, aboutads.info – will increasingly feature information about the DAA Principles, partners, programs, multi-media content and links to DAA social media properties, and will be used as a branded site for marketing and policymaker community education and engagement. We will also feature a news blog as well as resources and information for media covering interest-based advertising.
The aboutads.info site will continue to feature the DAA Consumer Choice Page, which more than 4 million consumers to date have used to exercise choice with respect to receiving interest-based ads. The DAA Choice Page will be linked to from the new DigitalAdvertisingAlliance.org site. Through global partners, the DAA program also has grown to 32 nations and 24 languages.