New Creative Guidelines for DAA Icon Placement on Mobile Devices

The Digital Advertising Alliance's Ad Marker Implementation Guidelines for Mobile ensure that icon offers consistent privacy notice on all screens

NEW YORK – April 7, 2014 – The Digital Advertising Alliance (DAA) today issued detailed guidance for how notice and the DAA Icon should be displayed and used on mobile platforms. For consumers, this means that the icon they know as a symbol of transparency and choice on desktops and laptops will be consistently displayed on their smart phones and tablets. For the advertising ecosystem, today's announcement standardizes the provision of the DAA Icon, which enables the presentation of information relevant to the use and collection of data as prescribed by the DAA Principles.

The Ad Marker Implementation Guidelines for Mobile provides detailed guidance to advertisers for how the icon should be displayed on touch-screens. The Guidelines represent the next major step of the DAA program into the mobile environment; building on a process that began last July when the DAA directed all interest-based advertisers on how to implement DAA self-regulatory principles in mobile environments.

"In keeping with our mission, the DAA self-regulatory program must continually evolve to provide users with consistent, privacy-friendly consumer control wherever, and however, they experience interest-based advertising," DAA Executive Director Lou Mastria said. "This guidance will help to ensure that the DAA Icon, and the enforceable self-regulatory code of conduct it represents, continue to serve the needs of Internet users as they migrate their online activities to mobile platforms."

The Ad Marker Guidelines define minimum dimensions for the icon on mobile screens, as well as establishing dimensions for the touch area that should activate the icon. When users touch the icon on a mobile screen, the Guidelines also set forth what information and options may be displayed. This practical guidance, formed with input from a wide variety of companies and organizations, was created to present a consistent privacy experience to consumers.

The new Guidelines also are designed to evolve as the mobile marketplace evolves, according to Mastria. The DAA will work with participants to continually improve these Guidelines to meet the needs of users and the latest technology.

"This is what the DAA was designed to do," DAA General Counsel Stu Ingis said. "We are grateful to our active and engaged stakeholders for their commitment to collaborating on solutions that are concrete and implementable."

The DAA Principles establish standards for notice, opt out and limitations on data collection and use. These standards are enforced by two independent enforcement bodies, and apply to all interest-based advertisers. In a recent survey, more than half of Americans polled (51.3 percent) said they'd be more likely to click on an ad that provided notice of information collection and an opportunity to opt out.

More on the Implementation Guidelines from the DAA's Founding Associations

Nancy Hill, President-CEO, 4A's

"Innovation in mobile advertising is accelerating at an unprecedented rate, and demands self-regulatory standards that are strong, flexible and effective at giving users the transparency they have come to expect. The DAA Ad Marker Implementation Guidelines for Mobile provide that framework."

James Edmund Datri, President and CEO, American Advertising Federation

"The advertising industry has a long established commitment to self-regulation and doing right by consumers.  These Guidelines are a natural extension of that commitment and reflect our industry's continuing promise to giving users choice and control on all screens, all the time.”

Bob Liodice, President and CEO, Association of National Advertisers

“Advertisers move seamlessly from platform to platform to deliver users relevant, timely content. These Ad Marker Guidelines ensure that the industry’s self-regulatory system can adapt to advertisers' evolving media platforms.”

Mary E. Power, CAE, President and CEO, Council of Better Business Bureaus

“Digital is where consumers are. More than 143 million Americans have smart phones, and tablet sales are skyrocketing. This year, mobile Internet use will pass desktop. It’s absolutely critical that industry protects consumers’ information on mobile devices and give them control over what they share and with whom. We are proud to continue to provide the independent enforcement mechanism for the DAA as it expands the AdChoices program into the mobile space.”

Linda Woolley, President and CEO, Direct Marketing Association

"Relevance is the essence of data-driven marketing because relevance means giving consumers what they want, when they want it. The mobile marketing environment must be relevant.  Expanding the DAA principles to mobile will ensure that consumers have transparency and choice, which are cornerstone values for DMA.”

Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, Interactive Advertising Bureau

“These Ad Marker Implementation Guidelines for Mobile reflect the advertising industry’s commitment to leading the curve of the mobile marketplace in a multi-screen world. They will ensure transparency in interest-based advertising wherever users experience it.”

Marc Groman, President and CEO, Network Advertising Initiative

Today, supporting a consistent experience regardless of where a consumer may be interacting with content or brand is essential.  The new Ad Marker Guidelines are an important step forward in providing consumers with notice and choice on their mobile devices.”

About The DAA Self-Regulatory Program for Online Behavioral Advertising: The DAA Self-Regulatory Program ( for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA) (, a consortium of the nation's largest media and marketing associations including the American Association of Advertising Agencies (4A's), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for online data.

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