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January 18, 2018

Helping the Ecosystem Adapt: 9 Ways the DAA Helped in 2017

While we may be a startup in spirit, we’ve achieved mature reach as our program has helped advertising organizations adapt to new technologies, evolving policy concerns, and ever-higher expectations of consumers.

We’re proud of those accomplishments, which were made possible by the support of our founding associations and the participation of so many hundreds of companies and thousands of brands.

In no particular order, here are at least nine ways our program made a positive difference in 2017 and continues to enable innovative and responsible digital advertising practices as we enter 2018.

1. Continued Recognition by Policymakers and Regulators

We seek to educate both policymakers and regulators on the flexibility and effectiveness that self-regulation can bring to responsible data collection for interest-based advertising purposes. In 2017, for the first time ever, we had a sitting U.S. Senator – Sen. Cory Booker (D-NJ) – speak to our annual DAA Summit, providing words of encouragement and support for our program and its dual goals of extending privacy protections to consumers, while enabling advertising to finance digital and mobile content and services.



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October 30, 2017

The Brand Safety Continuum: The Role of Privacy Self-Regulation

In almost every measure, brand safety is enhanced where and when transparency is extended.  Cheers to the foresight of our trade association founders: In the Digital Advertising Alliance YourAdChoices program, we’ve known this to be the case for the six-plus years our Principles – and their independent enforcement – have been in-market.

Each DAA participant explains to the consumer in real time how they and their ad partners responsibly collect and use data for interest-based advertising purposes by adhering to DAA Principles.  Our ubiquitous icon – served globally more than a trillion times each month – is recognized by more and more consumers as an interest-based ad marker.  Furthermore, a large majority liken it to a seal of trust:  75 percent place a greater level of trust in desktop and mobile interest-based ads that carry the YourAdChoices icon, and 79 percent cite similarly where Web sites display the icon (such as in footer notices).  The presence of our icon even can serve as a predictor of trust for the innovations that may come in such advertising in the future.

By participating directly with DAA, each company has the opportunity to leverage effectively the icon’s halo effect.

October 7, 2017

Summit Snapshot: X-Factor -- Responsible Data Collection for Interest-Based Advertising Across Devices

Innovation at DAA Summit 2017….

As marketers continue to coalesce the customer experience through the myriad devices we interact with on a daily basis -- which comScore now estimates to be between 10 and 12 devices per household -- they are also diligently heeding ethical standards and best practices in an increasingly dynamic ecosystem.

Representatives from companies that are enhancing this customer journey across devices spoke at DAA Summit 2017, offering insights into how they take a responsible, consumer friendly approach to cross-device data and marketing. Emmett O’Keefe, senior vice president of advocacy at the Data and Marketing Association, introduced and moderated the panel, which was titled “X-Factor: Responsible Data Collection for Interest-Based Advertising Across Devices.”

“There’s a lot going on with the question of how to make this cross-device marketing seamless for consumers, but still do it in a responsible manner,” O’Keefe said, opening the discussion. “That's where organizations like DAA [Digital Advertising Alliance] come in in a very significant way. DAA was ahead of the curve and has long been a leader on these issues.”

Guidance to DAA’s Principles for using cross-device data for interest-based advertising came into enforcement effect this February. Even the...

September 21, 2017

Summit Snapshot: The One-Ton Cookie -- The Intersection of Self-Driving Vehicles and Relevance

Innovation at DAA Summit 2017…

The age of connected and autonomous vehicles has arrived, raising questions about the future of the auto industry, public safety, and the very nature of transportation. But as cars become smarter, companies and regulators alike are thinking about more than just their driving performance -- the focus also rests on the data such vehicles can collect.

A self-driving vehicle today generates about one gigabyte of information every second, according to David L. Strickland, partner at Venable, who led a panel at DAA Summit 2017 titled “The One-Ton Cookie: the Intersection of Self-Driving Vehicles and Relevance.” Even non-autonomous “connected” cars are constantly collecting data about their location, performance, and visual surroundings.

Who has access this data is still in question, but Strickland and his fellow panelists -- Rebecca Lindland, senior director of consumer insights at Kelley Blue Book/Cox Automotive, and Peder Magee, senior attorney for privacy and identity protection at the Federal Trade Commission -- agreed that it will redefine cars and their societal and economic value.

“Data is going to be the lifeblood of this industry,” forecasted Strickland, who previously served as the top regulator at the U.S. Department of Transportation’s National Highway Traffic Safety Administration before moving to Venable.

The panelists discussed what this data-based future might look like and...

August 16, 2017

Summit Snapshot: Is the IBA Ecosystem Ready for GDPR?

This blog is Part II of II. Part I discusses what’s known as of June 2017 about GDPR regulation -- scheduled to take effect May 2018.  No information imparted in this blog series should be construed as legal counsel. Rather this post is strictly for information purposes only.

Heard at DAA Summit 2017...

Representatives from different areas of the interest-based advertising (IBA) ecosystem met during a DAA Summit 2017 panel to discuss how their companies are preparing for the imminent GDPR -- scheduled to take effect roughly nine months from the date of this post.

Peter Kosmala, then the senior vice president of government relations at 4A’s, introduced and moderated the panel, which offered a more “practical perspective” on the GDPR, complementing the previous day’s workshop discussion about GDPR’s known legal elements.

Peter Kosmala

Photo: Peter Kosmala, then senior vice president of government relations at 4A’s, moderates GDPR in Practice panel at DAA Summit 2017

Before the panel delved into discussion, Darren Abernethy, senior global privacy manager at TrustArc, contextualized the ensuing conversation with GDPR fundamentals: harmonization of 28 member state laws under one...


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