YourAdChoices Icon & Ad MarkerCreative Guidelines for MobileVERSION 1.1 MAY 2018

TableofContents

INTRODUCTION 2

SCOPE 2

IABNEWADPORTFOLIO 2

IN-ADIMPLEMENTATION 3

SIZE 3TOUCHPADAREA 3IN-ADPLACEMENT 3IN-ADUSEREXPERIENCE 4ADDITIONALUSEREXPERIENCES 7

APPDEVELOPERANDPUBLISHERIMPLEMENTATION 8

PUBLISHERNOTICE 8ADMARKERPLACEMENT&FLOWFORAPPDEVELOPERSANDPUBISHERS 8

RESOURCES 10

ABOUTTHEDAA 10

YourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobileV1.1©2018DigitalAdvertisingAlliance

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IntroductionTheabilitytoadvertiseinmobilecontexts,includingmobilewebandmobileapps,presentsnewopportunitiesformarketerstodelivervaluable,relevantmessagestotheiraudiences.Inthesemobilecontexts,theDAA’stoolsforenhancednoticehelpconsumersfindoutwheninformationabouttheirinterestsisbeinggatheredorusedtocustomizetheadstheyreceive.Advertisingonmobiledevicesisinherentlydifferentthanadvertisingonthedesktopandlaptopplatforms.Thesedifferencesincludenavigationusingtouchandgestures,smallerscreensize,andvariabilityinInternetconnectivity.Becauseoftheseinherentdifferences,theDAAhasdevelopedtheseYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile.TheseGuidelinesareintendedtohelpensuremobiledeviceusershaveaccesstothesameinsightintoandcontrolovermobileadvertisingastheyalreadyenjoyindesktopenvironments.ScopeTheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile(the“Guidelines”)covertheprovisionofnoticeandchoiceforadcampaignsinmobileappandmobilewebenvironments,whichwererecentlyaddressedintheDAA’spolicyguidancedocument(ApplicationofSelf-RegulatoryPrinciplestotheMobileEnvironment).ThesenewimplementationGuidelinesshouldalsobereadinconjunctionwiththeearliercreativeguidancedocumentfordesktop:theYourAdChoicesIcon&AdMarkerCreativeGuidelines.TheAdMarker—whichincludestheYourAdChoicesIcon—remainsthevisualrepresentationpresentedtouserstolearnmoreabouttheadstheyarereceiving.ConsistentandproperuseoftheAdMarkerreinforcestheapplicationofconsumer-friendlystandardsforInterest-BasedAdvertising(IBA)acrossthemobileeco-system.Theseguidelinesproposeinitialspecificationsforthemobileenvironment.AdditionalversionsmaybeissuedastheDAAreceivesimplementationfeedback.WhentoUseTheseGuidelinesTheseGuidelinesaddressusecasesinwhichconsumersinteractwiththescreenwithoutusingacursor,asisthecasewhentheyusemobiledevicessuchassmartphonesandtablets.Forexample,iftheconsumermusttouchthescreentointeractwiththecontent,thenthedevicebeingusedismostlikelyamobiledevice.Othernon-cursorinteractionsmayalsoincludeactionslikeshaking,tilting,orphysicallymovingfromonelocationtoanother.Theseguidelinesapplytobothin-appandmobilebrowserenvironmentsformobiledevices.IABNewAdPortfolioTheIABNewAdPortfolioreplacesallthepreviouscreativedisplayguidelinesformobileanddesktopincludingtheUniversalAdPackage(UAP),richmediaunits,andotheradunits’relatedguidance.TheIABissuedaTransitionGuideinJuly2017andasofJanuary2018,theadunitsintransition(forexample,“RisingStars”)havebeendelisted.Theportfolio’snewHTML5adunitsarebasedonaspectratioandsizerangeratherthanfixedpixelsizesandincorporatestheLEANPrinciplesoflightweight,encrypted,AdChoices-supported,andnon-invasiveadvertisingwithinallmobile,display,andnativeadformats.Flexible-sizedadunitsallowforaddeliveryacrossmultiplescreensizesandintegrationwithresponsivewebsitedesign.Thecreativedesigncanscaletodifferentscreensizes.TheYourAdChoicesIconandAdMarkersizingandplacementpixel-basedspecificationsintheseguidelinesshouldbemaintainedwhentheadisscalingtodifferentscreensizes.

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In-AdImplementationIn-adimplementationoftheAdMarkerissimilarformobileappandwebusecases.Userexperienceisthesameforboth.Thedifferenceliesinhowthein-adAdMarkerisdeliveredforamobileappversusamobilewebsite.

SizeTheAdMarkerconsistsoftheYourAdChoicesIconandaccompanyingapprovedtextinArialRegularfont(blackorgrayscale).Approvedtextincludesoneofthefollowing:

WhydidIgetthisad? Interest-BasedAds AdChoices

However,becauseofthesmallerscreensizeandsmalleradcreativesizes,mobileimplementationoftheAdMarkermayinitiallybeaccomplishedthroughthepresentationoftheYourAdChoicesIconbyitself.

Figure1:YourAdChoicesIcon

ToensurelegibilityoftheYourAdChoicesIcon,theiconshouldbeatleast12pixelsby12pixels(12x12)regardlessoftheaspectratioofthetotaladsize.

TouchpadAreaTheAdMarkershouldincludeaninvisibletouchpadareathatmustbebetween20x20and40x40pixels.MobileenvironmentsrequireenoughareatoallowtheusertoeasilyinteractwiththeAdMarker.TheaddedspacealsoenablesexpansionoftheAdMarkerspacewithoutcompromisingadspacefortheAdvertiser.

Figure2:Touchpadarea

In-AdPlacementForin-adnotice,theAdMarkerisplacedinsidetheadinanyofthefourcornersoftheadatthediscretionofthepartyservingthenotice.

Thebestpracticeistochecktheadcreativeforanycollidingicons,especiallyonthetoprightcorner.TheIABMRAIDandVASTGuidelineshavedesignatedtheupperrightcornertoincludeapersistentclosebutton.Usersareaccustomedtotappingontheupperrightcornerasawaytocloseanadvertisement,

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video,orwindow.Inordertoavoidpossibleuserconfusion,displayingtheYourAdChoicesIconinadifferentcornerfromthecloseeventisrecommended.TheoverlaptouchpadareaisalsoafactorinchoosingacornertoplacetheAdMarker.TheclosebuttonshouldnotconflictwiththetouchpadareafortheAdMarker.

WhentheYourAdChoicesIconisusedinconjunctionwithapprovedtext,therecommendationistoplacetheiconintheimmediatecorneroftheadwiththeapprovedtextadjacenttotheicon.Forexample,iftheYourAdChoicesIconwereplacedintheupperleftcorner,anyapprovedtext(forexample,“AdChoices”)wouldbeplacedtotherightoftheicon.Conversely,iftheYourAdChoicesIconwereplacedintheupperrightcorner,theapprovedtextwouldbeplacedtotheleftoftheicon.

Thefollowingexampleillustratesin-adplacementoftheYourAdChoicesIcon.

Figure3:YourAdChoicesIcon/AdMarkerPlacementinupperlefthandcornerofadcreative

FormoreinformationontheIABMRAIDandVASTGuidelines,pleasereferencethefollowingdocuments:

MRAID:https://iabtechlab.com/specifications-guidelines/mobile-rich-media-ad-interface-definitions-mraid/VAST:https://iabtechlab.com/specifications-guidelines/vast/

In-AdUserExperienceUpontapoftheAdMarker,usersmayhaveanyoneofthefollowingexperiences:

• Linkdirectlytothemobileweborapppublisher’snoticecontainingapreferencemechanismortoinstructionsfordevice-specificcontrols

• Openanin-adinterstitial• DisplayadditionalapprovedtextaspartoftheAdMarker(suchas“AdChoices”)• Expandtheadwiththeinterstitial(forrichmediaimplementations)

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Thissectioncoversthesefourdifferentuserexperiences:1.Linktonoticecontainingpreferencemechanismortoinstructionsfordevicespecificcontrols.TappingtheAdMarkertakestheuserdirectlytonoticethatcontainsapreferencemechanismwhereuserscanexercisetheirinterest-basedadvertisingpreferencesortoinstructionsforhowtoaccesstheirdevicespecificadvertisingpreferences.Thepreferencesmechanismmayincludeinformationregardinginterest-basedadvertisingandwhatitmeanstoexerciseapreference.Thefollowingexampleillustratestheuserexperiencewhenthein-adYourAdChoicesIconistapped.

Figure4:ExampleofYourAdChoicesIcon/AdMarkerlinkingdirectlytonoticecontainingapreferencesmechanism2.Openin-adinterstitialWhentheusertapstheYourAdChoicesIcon,aninterstitialopensup.Theinterstitialcanbeanysizebutshouldnotbebiggerthantheaditself.Thein-adinterstitialAdMarkerconsistsofthefollowingelements:

a) Alinkorbuttonwithapprovedtextthatlinkstothepreferencemanagerpageortoinstructionsfordevice-specificcontrols.DisplayoftheYourAdChoicesIconimmediatelyadjacenttotheapprovedtextisrecommended.

Figure5:Exampleofinterstitial

b) Optionally,theinterstitialmayalsocontainanyofthefollowingelements:

• Linktotheadnetwork’sorthebrand’sprivacypolicy• Linkbacktotheadtoclosetheinterstitial• AbrandlogoforcreditingthecompanyresponsibleforprovidingtheAdMarker

Usertapsicon

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Theuserhasachoicetoaccessapreferencemechanism,privacypolicy,gobacktothead,orclosetheinterstitial.ThefollowingexampleillustratestheuserexperiencethatopenstheAdMarkerinterstitialaftertappingthein-adYourAdChoicesIcon.

Figure6:Userexperienceexampleusinganinterstitialthatlinkstonoticecontainingapreferencemechanism.3.TextExpansionTappingontheYourAdChoicesIconthefirsttimeexpandsthenoticetoshowtheapprovedtext(forexample,“AdChoices”).Asecondtapbringstheusertothepreferencemechanismortoinstructionsfordevicespecificcontrols.

Figure7:ApprovedtextdisplaysaftertheinitialtapontheYourAdChoicesIconwithasecondtapthatbringstheusertothepreferencemechanism.

Usertapsicon Interstitialdisplayed

Usertapsicon Approvedtextdisplayed

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4.RichMediaAdsInanexpandingrichmediaad,theadmayexpandwhentheusertapstheYourAdChoicesIconinthead’scollapsedstate.Ifexpandedupontappingtheiconinthead’scollapsedstate,theiconshouldexpandtoincludethefollowing:

a) AlinkorbuttonwiththeAdMarker.DisplayofapprovedtextadjacenttotheYourAdChoicesIconisrecommended.

b) Optionally,theexpandedAdMarkermaycontainanyofthefollowingelements:• Linktotheadnetwork’sorthebrand’sprivacypolicy• Linkbacktotheadtoclosetheinterstitial• AbrandlogoforcreditingthecompanyresponsibleforprovidingtheAdMarker

Theseelementsprovidetheuserwiththeoptionto:

1. Closethein-adinterstitialtoviewthead2. Accesstheprivacypolicy3. Accessapreferencemechanismorinstructionsfordevicespecificcontrols

Figure8:RichmediaadexampleIftheusertapstherichmediaadtoexpandthebannerinsteadoftappingtheYourAdChoicesIcon,thentheAdMarkermayremainhiddeninexpansionandreappearoncollapse.AdditionalUserExperiencesPrescribingaspecificuserexperienceineveryusecaseisimpossible.Thefourmobileuserexperiencecasespresentedinthisdocumentrepresentthemajorityofmobileexperiencesconceivedatthetimetheseguidelinesweredevelopedandremaininprominentpractice.Facedwithanyothermobileuserexperiences,AdMarkerimplementersshouldreferencethefollowingguidance.

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AppDeveloperandPublisherImplementationWhenimplementingtheYourAdChoicesIcon&AdMarker,applicationdevelopersandmobilewebpublishersneedtoconsiderboththeplacementoftheAdMarkeranduseraccesstothenoticeandchoiceitprovides.Thissectionprovidesguidanceonboth.PublisherNoticeMobilepublishernoticesshoulduseapprovedtext.ApprovedtextsinArialRegularfontincludeoneofthefollowing:

WhydidIgetthisad? Interest-BasedAds AdChoices

WhentheYourAdChoicesIconisprovidedinconjunctionwiththeapprovedtext,theiconshouldbeatleast12pixelsby12pixels(12x12)toensurelegibility.AdMarkerPlacement&FlowforAppDevelopersandPubishersTheAdMarkercanbeimplementedforin-appuseorformobilewebuse.Thissectionprovidesguidelinesforboth.1.In-AppImplementationThein-appnoticeisaccessiblefromtheapp’sSettingsmenu.Thefontusedtolabelthenoticeshouldbethesamefontusedthroughoutthesettingsmenu.Theusergoesdirectlytoapreferencemechanism.

Figure9:In-appuserflowexample

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2.MobileWebPublisherImplementationTheidealplacementofthenoticeisinthemobilepagefooter.Thefontusedtolabelthenoticeshouldbethesamefontusedinthepagefooter.Whentapped,theusergoesdirectlytoapreferencemechanism.Inthein-appimplementation,theYourAdChoicesIconmaybeplacedoneithersideoftheapprovedtext.

Figure10(a):MobileWebPublisherExample

Figure10(b):MobileWebPublisherExamplewithYourAdChoicesIcon

UsertapsAdChoices

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ResourcesYourAdChoicesIcon&AdMarkerCreativeGuidelinesYourAdChoicesAdMarkerCreativeGuidelinesforVideoWebsite&MobileWebGuidanceforFirst&ThirdPartiesMobileAppGuidanceforFirst&ThirdPartiesApplicationoftheDAAPrinciplesofTransparencyandControltoDataUsedAcrossDevicesApplicationoftheSelf-RegulatoryPrinciplestotheMobileEnvironmentSelf-RegulatoryPrinciplesforMulti-SiteDataSelf-RegulatoryPrinciplesforOnlineBehavioralAdvertisingIABNewAdPortfolio

AbouttheDAATheDAAestablishesresponsibleprivacypracticesacrossindustryforrelevantdigitaladvertising,providingconsumerswithenhancedtransparencyandcontrolthroughmultifacetedprinciplesthatapplytoMulti-SiteData,Cross-AppData,PreciseLocationData,andPersonalDirectoryDatagatheredineitherdesktopormobileenvironments,includingacrossassociateddevices.TheDAAisanindependentnon-profitorganizationledbyleadingadvertisingandmarketingtradeassociations.

FoundingAssociations