Planning for Innovation: DAA Self-Regulation and the Video Example

October 12, 2016

Digital video has the attention of marketers and consumers – and DAA offers an initial set of specifications for the placement of the YourAdChoices icon in video interest-based ads.

With the recent announcement by eight trade associations – several of them founders of the Digital Advertising Alliance – around cross-platform standards of video ad delivery, it underscored just how important to the current and future state of advertising digital video has become.

Whether on desktop, laptop or mobile devices – time spent with video has been rising fast, advertising included. We’re now spending five-plus hours a day with video in all formats – up a full hour from six years ago, according to eMarketer. Nearly all of the growth in viewing is online.

Which is why it’s particularly important for self-regulation to keep up with users.

Looking back to late 2014 and early 2015, I’m particularly grateful our program, working through a dedicated Digital Advertising Alliance video working group (with thanks to the Interactive Advertising Bureau for its focused support toward this effort), formulated DAA icon and ad marker specifications for interest-based ads (IBA) in video formats – which first were released last fall. The resulting specifications document – a working document – is helping to make sure that companies leveraging IBA have a resource for implementing the YourAdChoices icon in this fast-growing space. This specification, currently in its first iteration, is similar to its desktop and mobile ad marker counterparts.

The video ad marker guidelines are designed to provide best practices for video-specific IBA implementations, but the examples offered in the document are not the only means to comply with DAA Principles. Other suitable marketplace solutions for showing the icon continue to emerge and evolve with advances in technology.

Video is just one area where the DAA self-regulatory program has undertaken innovations in the past year. 

Notice and choice in responsible data collection for IBA needs to be ubiquitous and accessible for digital users, no matter the device, the browser, the channel or the predominant language of the user.  In all these areas, we’re making strides in service to the consumer, and how she chooses to interact with digital, mobile and video advertising content while meeting her privacy expectations.  

Keeping up with consumers helps our program help brands meet their own business objectives in advertising… using data to help enterprises increase advertising efficiency, relevance and brand engagement.  The DAA program also helps consumers, who rely on the ad-funded Web, by offering them control over their advertising experience. With the investments being made in video, and with consumer consumption of video content clearly on concurrent rise, not only have DAA participants been prescient, but also clearly in step with the marketplace by being responsible.  For that foresight, I thank our program participants for helping us answer, continually, “What’s next?”

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