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On-demand webinar on insights for responsible data collection and privacy requirements in 2016 based on the new implementation guidelines for the U.S. market by Digital Advertising Alliance (DAA).Visit https://info.truste.com/WB-2016-01-21-DAA-Webinar_On-Demand-Recording.html to access the complete webinar.
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Get Ready for 2016: New DAA Guidelines for Ads Compliance
January 21, 2016
Speaker Introductions
Helen Huang, CIPP/US Senior Product Manager TRUSTe
Kris Vann, Esq. Senior Product Marketing Manager TRUSTe
Lou Mastria, CIPP/US, CISSP Executive Director Digital Advertising Alliance
Michael Signorelli, Esq. Partner, Venable & Counsel, Digital Advertising Alliance
Michael Signorelli Partner, Venable & Counsel, Digital Advertising Alliance
Chuck Curran, Esq. Senior Advisor Digital Advertising Alliance
Agenda | Happy New Year 2016…
• Background: DNA of the DAA, TRUSTe Collaboration
• Consumer Choice Expansion | Mobile Choice,
AppChoices, Spanish
• Cross-Device Guidance | Transparency & Control
• Video Ad Marker & DAA Icon Specifications
• DAA Summit 2016 | Thursday & Friday, May 12-13, 2016
in Los Angeles (Silicon Beach)
DNA of the DAA
• Hundreds of Companies, Thousands of Brands
• 54 million+ Unique Visits to our Sites
• 120+ Companies on our Consumer Choice Page (Desktop & Mobile Web)
• 30 Companies & Counting on AppChoices
• 1+ trillion icons served globally each month
• 35 Nations, 26 Languages
DAA By the Numbers Today…
6
DAA & TRUSTe Collaboration • TRUSTe is a DAA Approved Provider and early DAA compliance
pioneer • Worked with hundreds of ad ecosystem clients/partners to serve
over 60B icons monthly • Helping companies comply with DAA Principles across channels
and devices and 100% DAA compatible
7
Supporting Continuous Evolution of DAA Self-Regulation & Ads Compliance
Where the Consumer Goes, So Does DAA Self-Regulation | Mobile
Consumer Choice Expansion AppChoices
Consumer Choice Page for Mobile AppChoices en Español
_______________
Mobile Guidance Enforcement
Self-Regulation in Action: Forward-Thinking Self-Regulatory Tools
AppChoices introduced in 2015
Self-Regulation Helps Preserve Innovation: AppChoices | Participants to Date (30)
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Forward-Thinking Tools for Effective Self-Regulation
AppChoices Launch – 18 Companies
AppChoices Today – 30 Companies
< 11 Months and > 66% Growth
Mobile Choice Expansion AppChoices & Mobile Web Launch
Consumer Choice Page for Mobile Web
AppChoices
DAA Control Tools | Cross-Promotion
Mobile Web to AppChoices
AppChoices to Mobile Web
Mobile Web to AppChoices
AppChoices to Mobile Web
Practical Solutions
Self-Regulation that Builds Credibility: ‘AppChoices en Español’
Forward-Thinking Tools for Effective Self-Regulation
Plug in once…play everywhere!
DAA’s Global Footprint | 35 Nations, 28 Languages and Counting…
DAA Accountability
• Two independent programs, run by the BBB and DMA, hold companies accountable for their responsibilities under the Principles
• Monitor the ecosystem, and respond to consumer complaints, to maintain a compliant ecosystem
• 63 Public Decisions
• Issued compliance guidance on a full range of advertising issues: mobile, native, cookie-less identification & more
• Directly counseled hundreds of companies
• DAA Mobile Guidance now in Enforcement (as of September 2015)
DAA Accountability - Illuminating How To Comply with DAA Principles
DAA’s Self-Regulatory Tools Include More than Tech and Standards…
T
• Genie Barton of ASRC (CBBB) participates in FTC Cross-Device Workshop (November 2015)
• DMA’s Senny Boone ‘Shines the Light’ &Then15 (October 2015)
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Meet Mobile Specifications for Use of the DAA ‘Your Ad Choices’ Icon
Example 1: In-App, In-Ad
In-App, In-Ad
TRUSTe Ads Compliance
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Meet Mobile Specifications for Use of the DAA ‘Your Ad Choices’ Icon
Example 2: In-App in Settings
In-App, In Settings
TRUSTe Ads Compliance
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In-App
TRUSTe Ads Compliance - Interests
After app store download, users can view a dashboard of interests and opt-outs
Users can manage advertising opt-outs
Users provide valuable information about their interests
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TRUSTe Mobile Preference Manager en Español
Dynamic browser language detection
Where the Consumer Goes, So Does DAA Self-Regulation | Cross-Device
Cross-Device Guidance
Transparency Control
Cross-Device Guidance | November 2015
• Year-Long Process – DAA began examining this practice
in 2014 – Convened the Principles &
Communications Committee in June 2015
– Added several new companies to the Committee to advise and educate on the state of the market
• Released on the day of the FTC Cross-Device Workshop
Cross-Device Guidance | Notice
• Transparency
– First Parties should provide notice of data collection and a link to the DAA opt-out tools
– Third Parties should disclose that data collected on a device may be used with another device that is linked with the first device
Cross-Device Guidance | Choice
• Control
– Exiting opt-out tools apply to OBA across-device
– Limits on the use of data collected from a browser or device for use on another linked browser or device
– Limits on the use of data that was collected on another browser or device on an opted-out browser or device
Cross-Device Guidance | Scope
• Opt-outs apply to the browser or device from which choice is made
• The device is removed from the graph for IBA, but the graph remains intact for other, non-IBA uses (fraud prevention, authentication, etc.)
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Notice & Choice Rules Apply Across Platform
Cross-Device
• Note: companies need to clearly explain the scope of the opt-out stating exactly what users are opting-out and extent of devices it applies to.
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TRUSTe Cross-Device Preference Manager Support
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Over-‐Arching User ID
Program 1 User ID Type 1
Program 2-‐-‐User ID Type
2
Program 3-‐-‐User ID Type 3
Program 4-‐-‐User ID Type 4
Program 1-‐-‐Opt in/Opt-‐Out
Program 2-‐-‐Opt in/Opt-‐Out
Program 3-‐-‐Opt in/Opt-‐Out
Program 4-‐-‐Opt in/Opt-‐Out
Interest Category-‐Auto
Interest Category-‐Career
Email opt-‐in SMS Opt-‐in
1111-‐2222-‐3333-‐4444
AAAA-‐BBBB-‐CCCC-‐DDDD
JohnDoeOne@anywhere.com
Account: ABC123 IN OUT IN IN yes no yes no
2222-‐3333-‐4444-‐1111
BBBB-‐CCCC-‐DDDD-‐AAAA Account:
DEF456 OUT ?? IN yes yes yes
3333-‐4444-‐1111-‐2222
CCCC-‐DDDD-‐AAAA-‐BBBB
JohnDoeTwo@anywhere.com
Account: GHI789 OUT OUT OUT OUT no No
4444-‐1111-‐2222-‐3333
DDDD-‐AAAA-‐BBBB-‐CCCC IN ?? IN IN no no yes
Cross-Device Opt-Out Through Any ID
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Reporting to Ensure Icon is Served
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Cookie-less ID Detection
Useful Third Party Info • Tracker graph
provides full chain
Locate Privacy Risk • PII • Sensitive PII • Age
Cookie & Cookie-less IDs • Cookies • LSO Flash Cookies • Local Storage • Beacons • E-tags • Device IDs
Where the Consumer Goes, So Does DAA Self-Regulation | Video
Ad Marker Specifications for Online Video
Ad Marker & DAA Icon Provide Notice & Transparency for Data Uses Covered by DAA Program
Sample placement of DAA Ad Marker (including the DAA icon) in pre-roll video ad:
Positioning of the Ad Marker for In-Video Placement
•
Sample placement of DAA Icon alone in pre-roll video ad :
Other Topics in Video Ad Marker Guidelines
•
• Ad Marker Positioning and duration • Interstitials & technical compatibility • Other implementation scenarios (publisher-
driven, e.g.)
Examples of Overlays and Consumer Disclosure
The Guidelines also Cover Video Ads on Mobile Devices
Example of an overlay displayed in mobile format where the video conSnues playing.
40
DAA Specs & TRUSTe Support for Video Ads Guidance • Supports any technical format: .swc, .swf, VAST 3.0, etc. • There are specific new DAA Video Guideline requirements, e.g., icon persists through video,
option to pause, interstitial is less than 50%
DAA Summit 2016 | Silicon Beach | May 12-13
In Their Own Words…
Thank You | Questions?
Lou Mastria, DAA | @lmastria @daausa | lou@aboutads.info
Michael A. Signorelli, Venable LLC |
masignorelli@venable.com
Chuck Curran, DAA | chuck@aboutads.info
Helen Huang, TRUSTe | hhuang@truste.com
Kris Vann, TRUSTe | @krisvann @TRUSTe | kvann@truste.com
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