The European Advertising Consumer Research Index 2015 provides a comprehensive picture of attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) across 13 European countries surveyed. The study was conducted by Ipsos MORI, on behalf of TRUSTe and the EDAA from 21 October – 13 November 2015 with over 13,000 online adults. We’re delighted that this joint TRUSTe-EDAA research has been shortlisted for the best use of Research Budget. The IAB Europe Research Awards are now in their sixth year and represent industry recognition for innovative research projects and the contribution they have made to the development of the … Continue reading TRUSTe-EDAA Ads Research Shortlisted for IAB Europe Research Award
New research findings published today, show consumer concern over online tracking for targeted ads has fallen from 65% to 61% over the last year and awareness of the DAA AdChoices icon, has risen to 42% – five points higher than last year (37%). These latest stats show the sustained growth and success of the DAA program but also what’s at stake for the digital publishing industry as 28% report they had used adblocking software in the month prior to the survey. As consumers become more aware of how they can control the types of ads they see, they are more … Continue reading Awareness of DAA AdChoices Icon Rises to 42%
Helen Huang, Senior Product Manager, TRUSTe 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 … Continue reading Implementing the new DAA Video OBA Guidelines
The Digital Advertising Alliance of Canada (DAAC) recently published new guidelines on enhanced notice. To explain these changes, the DAAC held a series of webinars on guidelines, implementation and enforcement.
In the announcements, the DAAC listed the expectations of the Office of the Privacy Commissioner (OPC):
- Organizations should be transparent; communicate to users
- Individuals should be informed of these purposes at or before collection; provided with info about all parties involved
- Individuals are easily able to opt-out
- The opt out is immediate and persistent
- The information is limited to non-sensitive information
- Information is destroyed as soon as possible or effectively de-identified”
The OPC constantly monitors the market and recently conducted a study to see how the industry was adopting the guidelines. The findings were positive — 96% of OBA ads targeted had notice on them.
Smartphone users don’t like the idea of being served targeted ads on their smartphones – at least, for now. New survey results from Ipsos on behalf of TRUSTe show that 68% of US smartphone users are concerned about the possibility of having their activity tracked to serve them targeted ads. Study after study has shown that smart device users, as well as the majority of people connected to the Internet in some way, don’t like being tracked without their knowledge or consent, and have concerns about privacy. But this could change in the near future. This survey also showed that … Continue reading Majority of Smartphone Users Concerned About Tracking, But Increasing Opt-Out Awareness Could Boost Trust
Congrats to Sizmek! Today it was announced that Sizmek, the open ad management company, has earned the European Interactive Digital Advertising Alliance (EDAA) Trust Seal. The seal indicates Sizmek’s compliance with the EU Self-Regulatory Programme for Online Behavioural Advertising (OBA). The EDAA Trust Seal enables advertisers and agencies to identify the advertising partners that uphold the leading industry standard when delivering advertisements based on consumers’ inferred interests. EDAA’s seal was launched on July 15, 2013. That same day TRUSTe was announced as a certification provider of that seal. TRUSTe was the first organization approved by the EDAA to serve both … Continue reading Sizmek Earns EDAA Trust Seal