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November 18, 2013

Interest-Based Advertising – Getting a Whole Lot of Love (and Trust)

Two weeks ago, the Digital Advertising Alliance announced the results of a Zogby consumer research effort it commissioned which provided an opportunity to take the temperature regarding U.S. consumer attitudes about their Internet experiences, and their understanding of how advertising (and interest-based advertising) helps to finance the quantity, quality and diversity of content they experience there.

More than half of all Americans polled (51.3 percent) said they’d be more likely to click on an online ad that included an icon – like the Advertising Option icon – that allowed them to opt out of ad-related information collection.

Additionally, more than 73 percent of users polled said they’d feel more comfortable with interest-based ads if they knew they had access to the protections that the DAA currently provides (opt out, limitations on data collection, third-party enforcement), according to the survey, which polled 1,004 U.S. adults.

These are indeed confirming statistics – demonstrating consumers’ pragmatism toward advertising and the Internet.  Such findings are not Zogby’s alone.

Recently, DAA Partner...

November 6, 2013

On the Go: Europeans Gather Momentum in Global & Mobile Effort to Advance Interest-Based Advertising

Fresh off the recent announcement of the Digital Advertising Alliance of Canada taking shape with its self-regulation efforts on behalf of interest-based advertising (IBA), our colleagues in Europe held a multi-day workshop on IBA recently under the aegis of the European Advertising Standards Alliance (in which the European Interactive Digital Advertising Alliance or EDAA participates) and was joined by Advertising Standards Canada, which will enforce the DAAC’s Principles for IBA).  During the event, discussions took place among Self-Regulatory Organizations right across the European Union and European Economic Area about interest-based advertising, IBA in mobile environments, and...

October 18, 2013

DAA Approved Providers, Evidon & TRUSTe, Help Brands Navigate Interest-Based Ads & Self-Regulation as They Bolster Consumer Confidence

Hundreds of companies – advertisers, marketers, ad networks, ad agencies and technology providers – participate in the Digital Advertising Alliance and license use of the Advertising Option “AdChoices” icon.

Many of them choose to do so using the DAA’s Approved Provider partners – Evidon and TRUSTe. While not a requirement of the program, many companies elect to work with our Approved Providers because of the efficiency and peace of mind associated with a turnkey solution. These firms act as technical and compliance resources for DAA Participants, they advocate for interest-based advertising, and they serve to educate the digital and mobile advertising ecosystem as our outreach expands in a multi-screen environment. Each explains to clients their assistance with DAA Principles compliance here:

Crownpeak (formerly Evidon): https://www.crownpeak.com/

TrustArc (formerly TRUSTe): https://trustarc.com/

Some DAA participants may choose to use Evidon or TRUSTe as turnkey solution providers that allow them (the participants) to display the icon, insert interstitials (for notice and choice) and record their compliance with DAA Principles. Collectively, these actions serve to bolster consumer trust. Recently, we sat down with both firms to discuss their involvement...

October 2, 2013

Canadian Advertisers and Marketers Launch DAAC

We at the Digital Advertising Alliance applaud our Canadian colleagues for their launch of the Digital Advertising Alliance of Canada.   The DAAC joins the United States and 28 other nations of the world in extending the DAA’s core principles of consumer control and transparency to consumers in the Internet marketplace.

 

The successful launch of the DAAC once again illustrates the flexibility and universality of the core DAA Principles. While laws and norms vary from nation-to-nation and region-to-region, the underlying principles of the DAA program translate in all languages and cultural standards.

 

DAAC now joins the DAA and the European Interactive Digital Advertising Alliance in driving the global expansion of self-regulatory choice and transparency for the collection and use of web viewing data.

 

IMPORTANT INFORMATION FOR EXISTING DAA (USA) LICENSEES REGARDING EXTENDING THEIR USAGE RIGHTS INTO CANADA: U.S. license holders of the DAA Icon may extend their usage rights into the Canadian market by completing this online addendum: https://digitaladvertisingalliance.org/license

September 27, 2013

eConsultancy: Microsoft’s Gambit Threatens ‘Capable’ Internet Advertising

Kudos to eConsultancy on its recent blog post; DAA particularly welcomed these two observations of the author – both of which properly frame what Microsoft’s IE10 plans may be really about:

    “In other words, if, as a result of DNT and other initiatives and regulations yet to be implemented, advertisers feel that they're less able to deliver ads to consumers online in a targeted fashion, it stands to reason that online ads lose some of their luster and thus become less valuable. That, in turn, may make it more difficult for publishers to monetize their eyeballs.

    Obviously, advertisers won't abandon digital; but if they pay less for ads that are less-capable, the grand bargain between publishers and consumers -- your attention for content and functionality -- may become more difficult for many publishers to maintain.”

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