By Lou Mastria
Partnerships power the Digital Advertising Alliance (DAA) self-regulatory program. As we begin the New Year, it’s an opportune time to take stock and report on the accomplishments of the DAA in the past year.
This exercise helps us continue to be a strong partner with you, keeping in step with marketplace innovations, brand engagements and consumer expectations in the year ahead.
Our program is entering its sixth year in market – and continues to be a standard bearer for effective self-regulation, providing a foundation for consumer trust as they interact with brands in digital, mobile, and now cross-device spaces. This is not by accident, our success is bolstered by strong participation from all parts of the interest-based advertising ecosystem: brands, publishers, agencies, ad networks and ad tech companies – as well as our trade association founders and accountability partners.
Look at some of the highlights of what we achieved together in 2016:
- CROSS DEVICE | The announcement of the effective date for our Cross-Device Guidance, February 1, 2017, builds off our successful efforts in mobile and desktop platforms The Cross-Device Guidance is an example of how our partnership keeps the DAA at the forefront of innovation with its participants, and helps keep government regulation at bay.
- ACCOUNTABILITY RESOURCE | The publication of our first DAA casebook Enforcement in Action provides an easy to use reference of accountability actions recorded from the launch of our program through Summer 2016. This resource is designed to give practitioners a helpful blueprint for compliance with DAA Principles in their day-to-day marketing operations.
- CONSUMER EDUCATION | A refreshed and vibrant consumer education effort in support of the Consumer Education Principle, focused on a newly relaunched and mobile-optimized YourAdChoices.com.A special thanks to companies that have donated inventory thus far:AOL, AppNexus, AT&T, Cox Digital Solutions, Criteo, Facebook, Google, LinkedIn, Quantcast, Rocket Fuel, Washington Post Digital and Xaxis.
- MARKET RESEARCH | DAA commissioned a Zogby survey that showed that consumers value the online and mobile services that advertising supports at nearly $1,200 a year Consumers value the rich content, convenience, and services made possible by advertising finance.Additionally, the survey found that 8 in 10 consumers find digital advertising useful.
- INDUSTRY EDUCATION | Thought leadership continues to be a hallmark of our industry outreach and education efforts. We held our most successful DAA Summit ever in Silicon Beach (Los Angeles) at the DAA Summit 2016. The program included an accountability workshop, as well as a strategic look at video in the IBA ecosystem, the value of data, social good, among other timely content. We also received strong words of encouragement from the FTC at the Summit. This year, we return to our first Summit location, Washington, DC, where we will expand our accountability programming and hold our first-ever DAA-organized Hill visit (June 13, Digital Advertising Accountability Workshop; June 13-14, DAA Summit; June 15, DAA Hill Visit).Our website for event registration and sponsor information is: digitaladvertisingalliance.org/Summit.
In 2017, we will continue to support our trade association partners’ collective voice on the Hill, and maintain a gold-standard self-regulatory program. We will also pursue active industry and consumer education across the board.
Postscripts – other notable 2016 activity included:
- The YourAdChoices icon recognition has 40-percent-plus recognition and understanding in the U.S. market – doubling from two years ago.
- AppChoices doubled its participation rate from launch, including in AppChoices en Español.
- YourAdChoices.com was translated into Spanish for Spanish speakers – many of whom are highly mobile users. This helps DAA participants connect with audiences in this vibrant market.
- The out-of-home market joined our program, looking to our Principles as a blueprint for this segment of advertising, helping to ensure consistent engagement for advertisers with audiences in emerging digital spaces.
- We stand as a proof point. Through our partnership with our trade associations in their government affairs work, the DAA program is offered as a leading example of what industry self-regulation can achieve.
- Our Accountability Partners (the Council of Better Business Bureaus and Data & Marketing Association) have appeared at dozens of industry conferences and webinars, and handled thousands of consumer and industry queries.
- Our business-to-business site garnered recognition by the Library of Congress.