2015 BLOG POSTS
By Lou Mastria
Photo: “Keeping Up with the Multi-Device User – Enhanced Transparency and Control Beyond the Desktop” Keynote Panel at DAA Summit 2015 (Left to Right): Joan FitzGerald, Senior Vice President, Television and Cross Media Service, comScore; John Montgomery, Chief Operating Officer, GroupM Connect; Vivek Shaw, Chief Executive Officer, Ziff Davis; and Nick Nyhan, Chief Executive Officer, WPP Data Alliance. The panel was introduced by Nancy Hill, president and chief executive officer, 4A’s (not pictured).
The Big Idea: As technology evolves and consumers are engaged across multiple platforms, the DAA’s self-regulatory program can adapt to provide transparency and control for devices beyond the desktop.
Amid ever-changing technology, the Digital Advertising Alliance continues to evolve and transform while providing a privacy benchmark for clients, noted Nancy Hill, president and CEO of 4A’s, one of six founding members of DAA, who introduced a keynote panel at the DAA Summit 2015 “Evolution” on June 2.
Moderator John Montgomery, COO of GroupM Connect, opened the panel by recalling the inception of the DAA Icon program, which took place years ago at the very location of the Summit, Ogilvy Events on New York City’s West Side.
“How does the consumer fit into this new multiplatform...
By Lou Mastria
This week, the Digital Advertising Alliance took its next step in our efforts to extend effective, independent, ecosystem-wide self-regulation to the online marketing marketplace as it applies to mobile platforms. We announced independent enforcement of our Mobile Guidance will begin September 1, 2015.
This is a big step.
The DAA’s mobile journey began when we released our Mobile Guidance in the U.S. marketplace. Importantly, these were not “mobile guidelines” but interpretation and application of DAA’s existing Principles for Interest-Based Advertising (IBA) and Multi-Site Data Collection for mobile marketing. These were followed up by a steady diet of industry education events (Webinars and conference speaking), release of Mobile Specifications for placement of the DAA Icon in mobile advertisements, and ...
By Lou Mastria
February 2015 was a milestone month for the Digital Advertising Alliance. Last month, we announced public availability of two new tools for smartphone and tablet users in the U.S.: (1) Consumer Choice Page for Mobile Web – a mobile-optimized version of our long-standing “desktop” Consumer Choice Page, and (2) AppChoices, our first mobile application enabling transparency and choice for cross-app data collection and interest-based advertising in app environments.
Together, they represent a “Promises Made, Promises Kept” moment for DAA – a commitment we had made to stakeholders. It has been a disciplined and deliberate journey which first resulted in the release of our Mobile Guidance to companies on how to adhere to DAA Principles for multi-site (and multi-app) data collection for applicable DAA business purposes, principally interest-based ads. Next we developed creative specifications for placement of the DAA Icon in mobile interest-based ads. Then in launching AppChoices and Consumer Choice Page for Mobile Web, DAA...
By Lou Mastria
As Advertising Week 2014 drew to a close this past September, there was one remark I heard that I found to be particularly impactful, and true to its core. During one of the sessions, a U.S.-based digital marketing executive spoke of self-regulation as the “gold standard” on how to grow a realm of responsible multi-screen data collection and use for interest-based advertising. He was referring to the Digital Advertising Alliance.
What DAA’s self-regulation program has achieved to date is extraordinary – certainly unprecedented in the advertising discipline overall – and perhaps a new model for cooperation, coordination, participation and partnership in business self-regulation, both domestically and globally. As I look back on 2014, it was a year of momentum and engagement with so many of our stakeholders – proving the value of meaningful self-regulation for all of the DAA Participants whose current and future success is tied to bringing relevancy to consumers on “desktop,” mobile web or in-apps.
In 2015, DAA continues to evolve to meet the demands of the multi-screen market and to help marketing organizations build trust by enabling a consistent consumer experience each of the 1 trillion times per month the DAA icon is served globally. In just a couple of weeks, for example, we’ll be launching our first consumer-facing app – AppChoices – and we encourage your participation there to help give app users transparency and choice regarding in-app...
2014 BLOG POSTS
By Lou Mastria
Recently, our accountability partners at the Council of Better Business Bureau’s (CBBB) Advertising Self-Regulatory Council (ASRC), made public its compliance work with five Web sites to ensure enhanced “real-time” notice is given to consumers when data on their sites, within the scope of Digital Advertising Alliance Principles, is being collected and used by Web sites’ third-party partners.
According to ASRC,
“Notice and choice on interest-based ads are delivered through the familiar Advertising Option Icon (AdChoices Icon). Over a trillion impressions of the AdChoices Icon are served each month, according to DAA statistics, evidence of the depth of compliance among advertisers and third parties responsible for delivery of in-ad enhanced notice. Today’s decisions remind website publishers that they must shoulder their responsibility to ensure that the delivery of enhanced notice is just as ubiquitous when third-parties are collecting data for OBA [interest-based ads] on their websites. In either situation, a consumer should be able to click on the enhanced notice link and go directly to a place where they can learn more about interest-based advertising and find an opt-out tool.”
There needs to be live links to explanations of the data collection, and...