Jan
20
2016

Implementing the new DAA Video OBA Guidelines

OBA

Helen Huang, Senior Product Manager, TRUSTe

OBA

The DAA released Video OBA guidelines in November 2015, which apply to in-stream video ads (pre-roll, mid-roll, post-roll), in-page and in-banner ads. Unlike desktop, the video ad serving industry standards are fragmented leading to more business and technical considerations for companies.

In light of the new video guidelines, although there are significant overlaps with previous desktop and mobile guidelines, here are some key highlights below:

  • Implement the icon where it would least conflict with the video experience, taking into consideration: corner of icon, video coloring, and other embedded calls of action.
  • The icon should not “float” within a video ad.
  • The icon should persist throughout the video ad; But if the user suspends the video ad to engage with an interactive element, the icon doesn’t need to be in the element. However, the icon should remain or re-appear when the user returns to engage with the video ad.
  • If clicking on the icon opens an interstitial, the interstitial should cover less than 50% of the video.
  • While the (optional) interstitial is expanded, the company has the option to continue to play or pause the video ad.
  • Finally, companies may work with publishers to place the icon adjacent to the video and if there are technical implementations with an icon overlay.

Depending on where the company is in the chain of video ad serving and the creative format it has to work with, the company has a range of implementation options including a raw impressions/click pixels, flash component, js component, swf files in AS2 or AS3, or VAST 3.0.

Since many companies are still on VAST 2.0, it’s important to note that the DAA guidelines also recognize this as a difficulty for the industry.

“Given the diversity of video players and formats across the desktop and mobile environments, the DAA recognizes that in some cases serving a clickable Ad Marker is not possible in connection with video ads. However, when serving the Ad Marker is not possible for participating companies, the examples presented in these Guidelines are intended to help such companies deliver a consistent consumer experience.”

1 For example, video ads in VAST 2.0 format do not natively support the inclusion of a clickable Ad Marker.

TRUSTe has seen many businesses approach the implementation differently. Buy-side companies tend to require the icon within their contracts with the video partners they work with. This is aligned with companies pushing others to include the notice where it makes most technical sense while the industry evolves to a standard where the implementation is scalable. Networks that have native ad servers tend to pick one of the technical implementations above and apply them across all their inventory and campaigns.

Even though the industry is working through these technical challenges, video advertising is increasing in popularity within the ecosystem across desktop, mobile and smart tv. The video DAA guidelines remind us that consumer choice needs to be offered in video because notice and choice is important to protecting a user’s privacy regardless of format and platform.

TRUSTe has supported a video OBA solution since 2012 and is able to support all technically possible ways of integrating the icon into a video ad. If you are serving behaviorally targeted video advertising and need assistance in implementing the OBA icon in your video ads, please talk to a TRUSTe representative or contact me for any questions on hhuang@truste.com

To find out more about the new video guidelines and the latest DAA developments register for our webinar “2016 DAA U.S. Update: What Recent Innovations Mean” on Thursday January 21 from 10-11am PT. You can register here.

 

 

Jan
14
2016

How can TRUSTe help your company? Hear from our clients

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We spoke a number of our clients to find out what they thought people should know about TRUSTe. Here’s what they had to say:

‘TRUSTe is more than just a seal to put on your website [there] is real depth and breadth in [TRUSTe]’s services and the professionals have real experience at Commerce and other agencies. I would encourage people to look at TRUSTe as a trusted advisor,” said Brian Costello VP Information Security and ISO, Envestnet | Yodlee

TRUSTe’s privacy innovation was a key theme for Dennis Dayman who explained how “ [TRUSTe] has transformed itself into looking at more than just that legal [website privacy policy] language. They look at your apps, mobile ads, all the new technologies out there. It is a very evolving organization and they stay up with the technologies.”

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Hilary Wandall AVP, Compliance and Chief Privacy Officer at Merck and Co., Inc. shared how they are partnering with TRUSTe “to develop what, we categorize at Merck, as the next generation Privacy Impact Assessment (PIA) Solution. [We] are really excited by the opportunity TRUSTe is bringing to us … a cloud-based solution for PIA where we have the potential for benchmarking as well as to be able to tailor and adjust to various different kinds of PIAs. We look at TRUSTe as a great partner to us in enabling privacy compliance within our organization.”

Clients also value TRUSTe’s ongoing privacy support and guidance both through webinars and whitepapers but also access to experienced privacy experts. Emily Wall Global Compliance Manager at Live Nation Entertainment said “TRUSTe are very good at supplying us with details of the latest laws that have passed or even papers that talk about what’s coming but then they also help us take [that] and apply it to our own business. I would recommend TRUSTe. They have been a great partner with us and excellent to go to for advice and also to help us navigate the legal world.”

Dennis Dayman concluded: “You may not have all the expertise in house but TRUSTe does.”

You can see all the video interviews here. To find out more about how we can help your company manage privacy compliance call 1-888-878-7830 or visit http://www.truste.com

 

Jan
11
2016

Majority of companies still holding out for Safe Harbor 2.0

EU Data Benchmark_blog

As the EU compliance grace period ends this month, new research amongst companies who previously relied on the Safe Harbor framework shows that three-quarters (78%) are holding out for a new Safe Harbor 2.0, but many are hedging their bets and looking to a combination of solutions to ensure EU data transfer compliance in 2016. With limited time and budget and increased regulatory scrutiny as major concerns, TRUSTe announced today a new EU Data Transfer Privacy Assessment solution that provides a flexible approach to the changing compliance requirements ahead.

EU Data Benchmark_blog

TRUSTe conducted research between December 15-29 2015 with 248 US companies that had used Safe Harbor prior to the European Court of Justice (CJEU) ruling on October 6. Three-quarters (78%) of companies are continuing with Safe Harbor and preparing for the announcement of Safe Harbor 2.0. Half (53%) of these companies are also now using or preparing to use Model Contract Clauses. A quarter (24%) are now considering localized data centers in the EU and 4% are looking to scale back their EU investment. Limited time and resources (72%), limited budget (56%) and an unclear or unwieldy assessment process (57%) are the major concerns around managing EU data transfers. Compliance is a high priority with 87% thinking there will be increased regulatory scrutiny should a new Safe Harbor 2.0 framework be introduced.

The new TRUSTe EU Data Transfer Privacy Assessment privacy solution uses both TRUSTe’s team of privacy experts and the SaaS-based TRUSTe Assessment Manager to help companies quickly and efficiently assess compliance versus any combination of Safe Harbor and Model Contract Clauses they select. Assessment Manager helps automate the review process providing an easy path across the different standards, enabling companies to move from Safe Harbor 1.0 to Model Contract Clauses and / or Safe Harbor 2.0 and produce a compliance report to support their work.

For further details see EU Data Transfer Privacy Assessment Solution and for pricing call 1-888-878-7830.

For further details on the research findings and methodology see the TRUSTe EU Data Transfer Privacy Benchmark Report

 

 

Jan
06
2016

January Spotlight: Data Privacy Day events, DAA Update, live demo of Assessment Manager 2.0

data-privacy-day

data-privacy-day

January 14, 10:00 – 10:30 a.m. (PT)

Live Assessment Manager DEMO

If you’re conducting privacy assessments or PIAs with spreadsheets and email, you’ve probably wondered if there’s a better, faster, and cheaper way to get the job done. Luckily, with TRUSTe Assessment Manager there is. TRUSTe Assessment Manager enables privacy professionals to efficiently assess compliance and risk for a wide variety policies and regulations. Greatly reducing the time and effort needed for an assessment, you’ll extend your team’s capacity to get more done.

Register here

 

January 21, 10-11 a.m. (PT)

Webinar: 2016 DAA U.S. Update: What Recent Innovations Mean

As you plan your advertising programs for the New Year, make sure you’re up to date with the latest innovations around video interest-based ads, cross-device and cross-app data collection. This Webinar will give you the insight you need from DAA experts on how each of these developments can and may be applied — enabling responsible data collection, trust and engagement, and a consistent privacy experience for the consumer.

Register here

 

January 28, 9-10 a.m. (PT)

Webinar: State of Privacy 2016 – Managing Risk, Prioritizing Investment

The pace of change for privacy teams is relentless. Whether it’s regulatory developments like the GDPR and the recent CJEU ruling on Safe Harbor or technological changes in the rise of ad blockers and cross-device targeting it is hard to keep your finger on the pulse. What are the top privacy risks to prepare for in 2016? How can you assess and manage these risks effectively within your organization? This webinar timed to coincide with Data Privacy Day will review the key risks ahead and the investment you need for success including the right cross-functional team, good governance practices, and the technology to ensure that all of your systems are in compliance with both laws and internal privacy guidelines.

Register here

 

January 28, 10.30 a.m.-2 p.m. (ET)

Data Privacy Day – The State of Privacy

Washington, DC (This event will also be viewable LIVE online)

In honor of Data Privacy Day, and in partnership with the Computers, Privacy & Data Protection Conference, NCSA will host leaders from both sides of the Atlantic to initiate a practical and solutions-focused dialogue addressing the current state and future of privacy. TRUSTe CEO Chris Babel will join speakers including European Data Protection Supervisor Giovanni Buttarelli, U.S. Federal Trade Commission (FTC) Commissioner Julie Brill, Deputy Norwegian Data Protection Commissioner Helge Veum and more. Get additional information and register here.

 

Dec
30
2015

TRUSTe launches new One Minute Privacy Poll Series

Poll Blog image

Poll Blog image

The world of privacy is getting more and more dynamic with new regulations, enforcement actions, and data breaches occurring at a record pace. In the past two months alone we’ve had the Safe Harbor ruling and GDPR announcement. TRUSTe has been providing timely and insightful education via our research projects and accompanying reports (Consumer Confidence Index, PIA Benchmarking, GDPR Preparedness, etc.) for the past 5 years, along with the popular Privacy Insight Series webinar program which provides monthly updates on hot topics featuring expert speakers from across the industry.

As part of our ongoing commitment to privacy education we are now adding to these resources with a new TRUSTe One Minute Privacy Poll Series. These short surveys, approximately 10 questions in length, are designed to focus on a specific hot topic and provide timely / actionable insights to help businesses evolve their privacy strategy. To kick off the series, we recently launched our first two polls – one addressing how companies are responding to the recent Safe Harbor Ruling – and the other addressing how companies are Implementing Model Contract Clauses.

Both reports will be issued in early January and we will share highlights from on our blog.

Dec
16
2015

New Privacy Technology, Resources Simplify EU GDPR Compliance

EUprivacyCompliance

EUprivacyCompliance

Today, TRUSTe announced solutions to help companies address the new EU General Data Protection Regulation (GDPR), which brings sweeping changes and tough compliance challenges for any business with EU customers and employees.

The package of solutions will help companies meet the stringent new requirements of the GDPR. In addition, as the leading global provider of privacy certifications, TRUSTe will seek to become accredited as a data protection seal provider with the relevant European supervisory authorities.

TRUSTe has a long history of helping companies address EU privacy requirements. TRUSTe launched their EU Safe Harbor privacy program in 2000 and has since assessed thousands of companies for compliance with the Safe Harbor principles. TRUSTe launched their EU Cookie Consent Manager solution in March 2012 and became an EDAA approved icon and certification provider in July 2013.

Recent research into how companies were preparing for the GDPR across the U.S. and Europe showed half of companies were still unaware of the changes, while others were investing up to $0.5 million to address the new law. 55% of companies surveyed were looking for more detailed guidance on the GDPR and 43% were looking for technology solutions to meet the new compliance requirements.

Read the press release and view the infographic for more details.

Dec
16
2015

Potential Business Benefits from Increasing OBA Icon Awareness in Europe

EUAdResearch2015

EUAdResearch2015

Europeans are growing more aware of their opt-out choices when it comes to online advertising a new survey shows.

The survey conducted by Ipsos MORI on behalf of TRUSTe and the EDAA measured awareness, engagement and impact of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA).

The findings showed increased awareness of the OBA Icon across the 13 European countries surveyed. In 10 of the 13 countries surveyed, at least 1 in 4 consumers who are aware of the OBA Icon say they have clicked on it. The survey also found that the European Self-Regulatory Programme can have positive effects on consumer attitudes towards the concept of OBA and trust of the brand being advertised by providing transparency with regard to information being collected and allowing consumers to control their privacy preferences.

Gaining consumer trust by providing choice and transparency is key for businesses that want to be successful. In early 2015, TRUSTe conducted another survey gauging U.K. consumers’ trust in companies that collect personal information. Compared to previous years, an increasing number of consumers said they were concerned about their online privacy, which resulted in the majority of consumers saying they avoid doing business with companies that don’t protect their personal information. Consumers said the best way for businesses to help lower their concern was to provide more transparency about how their information is collected and used.

“This research shows the importance and effectiveness of programs which enable consumers to exercise meaningful choice with regard to online behavioural advertising, as opposed to turning off ads altogether,” said Chris Babel, CEO TRUSTe.

Read the full report, infographic and press release.

Dec
09
2015

Privacy Insight Series Webinar Recap: Solutions for Cross Border Data Transfers

PISwebinarDec9

PISwebinarDec9

If you missed today’s webinar covering solutions for Cross Border Data Transfers, the short clip below will give you an idea of just some of the material covered. Speakers were Hilary Wandall, AVP Compliance & Chief Privacy Officer at Merck & Co., Inc.; Josh Harris, Director of Policy at TRUSTe, and Melinda Claybaugh, Counsel for International Consumer Protection, Federal Trade Commission. To download the full webinar, click here.

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