The DAA Principles cover two types of entities—first parties and third parties—that deliver relevant advertising to computers or devices in ways that enrich the consumer online experience. These resources are designed to help companies understand their responsibilities under the DAA Principles and provide implementation guidance. It is possible that a single company or organization may operate in both categories, depending on what activity is being undertaken at a particular time. For this reason, it is important to consider requirements that may apply to your business across the two categories.
for FIRST PARTIES
You Should Be Compliant If:
-- Your company maintains a website (desktop and/or mobile) where a Third Party collects web viewing data for interest-based advertising (IBA) purposes. Such web viewing data is known as Multi-Site Data (MSD).
-- Third Parties use MSD to deliver IBA to your website(s).
If your company collects web viewing and/or application use data from your website or mobile app and/or from non-affiliated websites or mobile apps for IBA purposes or share any such data with a Third Party for IBA purposes, you should review the Third-Party guidance documents to determine your compliance requirements.
for THIRD PARTIES
You Should Be Compliant If:
-- Your company collects web viewing data across non-affiliated websites over time for interest-based advertising (IBA) purposes. Such web viewing data is known as Multi-Site Data (MSD).
-- Your company shares web viewing data with non-affiliated companies for their or others’ use in IBA.
-- Your company receives MSD from another party and uses it to engage in IBA.
If your company maintains a website or mobile app, you should review the First-Party guidance documents to determine your compliance requirements.
