Over a hundred organizations are responsible for shaping the future of data privacy. In this new series we’ll profile some of the organizations that are helping to shape the massive privacy ecosystem through the eyes of the professionals that work there and learn more about their perspectives on privacy.
What is your organization’s role in the privacy ecosystem?
The Digital Advertising Alliance was created to give consumers better information and control over the use of data for interest-based advertising. The DAA sets and enforces standards for the advertising ecosystem through our Self-Regulatory Principles for Interest Based Advertising, and we give consumers simple access to information about and control over data collection use for interest-based ads through the blue “Your Ad Choices” icon on ads, sites and increasingly apps.
By doing so, we provide a robust self-regulatory regime that strengthens the ad-supported digital ecosystem and helps drive innovations in the delivery of online and mobile content and services. Originally founded by six trade associations in the United States, DAA has expanded through parallel sister organizations to 34 nations in 26 languages.
The DAA icon, in particular, provides an intuitive and ubiquitous ad marker and links that supplement privacy policies. From this icon, consumers are given enhanced notice and reliable access to choice controls.
The DAA Icon is now served globally more than 1 trillion times per month, and the DAA choice pages receive an average of 10 million unique visitors per year. TRUSTe is one of two “approved providers” of DAA programs in the U.S. – providing a turnkey solution for brands, agencies, publishers and ad tech firms to consider for DAA Principles implementation.
What key goals/issues is your organization focused on tackling?
Our goal is a consistent user experience – no matter what screen the consumer may be using. We are working to create that consistent framework on devices (DAA’s Consumer Choice Page, Consumer Choice Page for Mobile Web, and AppChoices for cross-app data collection choice) so we can continue to build trustworthy experiences for consumers and companies to rely on with regard to online data collection and advertising.
How have your organization’s goals/focus changed over the years to address evolving technologies or challenges?
The DAA constantly monitors changes in technology, consumer attitudes and behavior, and advertising ecosystem practices to ensure our program adapts to those shifts in a technology-neutral manner.
For example, we recently issued mobile guidance to show marketers how to apply DAA Principles for interest-based advertising and multi-site data (including cross-app) collection in the mobile environment. The guidance served to identify responsibilities of both first parties and third parties for enhanced notice and control, addressing specific data categories such as cross-app data, and providing a higher level of consent with regard to precise location data and personal directory data. These responsibilities will be enforced by our two U.S. enforcement partners – Council of Better Business Bureau’s Advertising Self-Regulation Council and Direct Marketing Association – beginning September 1, 2015. Both CBBB and DMA are independent enforcers of these precepts in the marketplace.
Another example is the video area, where DAA is close to announcing ad marker specifications for video interest-based ads.