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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…
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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
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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
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
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.
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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 | [email protected]
Michael A. Signorelli, Venable LLC |
Chuck Curran, DAA | [email protected]
Helen Huang, TRUSTe | [email protected]
Kris Vann, TRUSTe | @krisvann @TRUSTe | [email protected]
