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May 20, 2013

DAA To Hold its First Summit – June 5 in Washington, DC

Dialogue and information sharing make for a more informed marketplace.

That’s why we’re excited to welcome Digital Advertising Alliance participants and guests to our First Summit, slated for June 5 (8:30 a.m. – 4 p.m. EDT) at the Venable, LLP Offices in Washington, DC.  The event is sponsored by TRUSTe.

We are excited in having this summit for several reasons.

First, while the momentum built by three years of self-regulation success continues to grow, our hard-earned results cannot be taken for granted. The dynamics of the marketplace are continually evolving, and so is the appetite of some policymakers in government to regulate and restrict interest-based advertising. By sharing information on our current program success and the various challenges our business still yet faces, we can better educate ourselves and coordinate further action. Our goal remains to facilitate continued innovation in the ad-funded Internet community.

Second, there are simply a lot of activities DAA is involved in that require knowledge sharing among our stakeholders. For example, our Principles guidance for mobile platforms is continues to move forward, our global expansion is continuing, and – importantly – there will be important perspectives shared directly from policymakers that will enable concerted exchange.  Enforcement also will be a program highlight – with...

May 14, 2013

Reality Check: DAA Self-Regulation Success for Interest-Based Ads is in the Numbers

At a recent Senate Commerce Committee hearing regarding interest-based advertising, we were all reminded of the importance and need for continued consumer and business education about how interest-based ads work, what choices consumers have in receiving them, and the benefits made possible by this thriving advertising ecosystem.

Truth be told, based on a Digital Advertising Alliance-commissioned poll, consumers understand why the internet is ad funded, and they hold pragmatic opinions about how it is funded – with an appreciation for interest-based ads in particular:

·         92 percent of Americans think free content like news, weather and blogs is important to the overall value of the Internet (64 percent extremely important, 28 percent somewhat important)

·         75 percent prefer ad supported content to paying for ad-free content

·         68 percent prefer to get at least some ads Internet directed at their interests

·         40 percent prefer to get all their ads directed to their interests

·         75 percent say they should be able to choose the ads they want to see as opposed to 11 percent...

May 1, 2013

Fair Compensation for Actors in all Advertising Platforms: ANA, 4A's Conclude Ad-ID Registration Agreement with SAG-AFRA

One of the challenges of media fragmentation is the ability to make advertising accountable anywhere – and everywhere – a particular audio or video advertisement might be presented. As channels have proliferated in the digital realm, such advertising tracking and monitoring has become that much more complex.

This has presented challenges to actors, for example, in securing accurate compensation for their participation in such ads.

Commercials negotiations between the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA), and the Association of National Advertisers-4A’s Joint Policy Committee (JPC) representing the advertising industry, have mandated universal adoption of Ad-ID, the industry standard for identifying advertising assets across all media platforms, in order to provide the identification required for fair talent compensation.

From DAA’s perspective, Ad-ID is one more example of the innovation necessary to ensure a long healthy growth for the ad-funded content which consumers have grown to know and expect. Ad-ID shows what can happen when members of private industry, representing diverse interests, work together to achieve a better advertising ecosystem – something DAA was founded to do on behalf of interest-based advertising.  With Ad-ID registration expanding to help make contracts consistent, SAG-AFTRA members will achieve more precise compensation – even when those ads are interest-based.

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April 23, 2013

In Perspective – Consumers Are Very Pragmatic about Relevant Ads Online, It’s Unfortunate Mozilla Isn’t

The Digital Advertising Alliance (DAA) strongly believes that providing consumers with transparency and choice are fundamental to Internet privacy protections.  For more than a year, we’ve been providing both transparency and choice in our “Advertising Option” icon program that brings this awareness – 1 trillion times a month – to all corners of the Internet, as it seeks to explain how interest-based ads are served, and the choices consumers have for limiting data collection and use.

 

As it turns out, consumers are very pragmatic about the ad-funded Internet. Their concerns regarding online behavioral profiling for the purpose of serving relevant ads is measured – and is very much lower in context to other privacy concerns regarding digital media. Such is one of the conclusions of a recent Zogby poll we commissioned in early April to gauge American sentiment (see graphic).

Consumer pragmatism will be part of our message this coming week when we testify in Congress regarding the well-established success of our Self-Regulation Principles and Program for Online Behavioral Advertising.

 

We also are relying in part on our most recent polling data, as we navigate recent announcement of technology – by Mozilla – that seeks to block all third-party cookies. Cookies are one of the...

April 17, 2013

Where Third-Party Cookies Prove Themselves Again – Tornados and Abducted Children

Interest-based advertising online relies on the use of third-party cookies – placed there most often by online advertising networks that serve such ads across the Internet on behalf of many brands, large and small.

 

Recently, one of our founding trade organization members, Network Advertising Initiative, reported on an initiative of one its members, also a Digital Advertising Alliance participant, ValueClick.

 

And what ValueClick is doing is extraordinarily creative. And it is another reminder of how much Internet users have come to rely on tailored content and advertising to make the most of their web experience.

 

DAA is proud that the ad-funded, tailored-user experience we support can bring about such valuable innovation. By offering real-time transparency and on-demand choice at a rate of 1 trillion times per month, we educate and empower consumers of the value of interest-based ads. ValueClick's initiative is one more way that the technology behind interest-based advertising can help web users gain the most from their Internet experience.

 

ValueClick is applying the power of third-party cookies for two social responsibility initiatives – that of alerting individuals to tornado warnings, and helping to find abducted children through Amber Alerts.

 

Through an...

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