Privacy and Online Behavioral Advertising

Transparency and Choice in Online Behavioral Advertising
Consumers are concerned about privacy and online behavioral advertising (OBA). Yet, almost two-thirds of adults will share their data online for a benefit or reward. And 35% of consumers would prefer to see targeted ads, if they have to see ads at all.*

As data privacy legislation emerges from governing bodies around the world, DAA compliance helps you honor your customers’ preferences for online privacy and expediency. The DAA self-regulatory program for OBA encourages advertisers and publishers to use transparency, choice, and education to reduce fears about OBA and improve the online experience for customers.

Transparency shows you’ve got nothing to hide
Adding transparency is as easy as embedding a bit of code in your online advertising or as an HTML insert on any web page. Customers looking for AdChoices will see a discrete link and the DAA-approved icon. When clicked, the icon opens a privacy notice with your company name. “Powered by TRUSTe” shows consumers that your opt-out is backed by the leader in online privacy.

Choice puts consumers in control
For most consumers, showing that you provide a choice is enough to win their trust. They return to the ad or website of interest. A small number will click set preferences to learn more. The TRUSTe Opt-Out manages their preferences and provides reporting and accountability back to you for your DAA compliance. Rather than manage opt-outs on your own, TRUSTe offers a proven, scalable solution that currently serves over 20 billion impressions per month for leading brands, agencies, and publishers.

Educate customers to trust you – TRUSTe Opt-Out Manager
The TRUSTe Opt-Out Manager links to educational materials to inform skeptical consumers. A link explains OBA and how behavior (not PII) is used to display relevant ads. A link to the TRUSTe privacy and trust library provides further details and reports. The opt-out manager also links to the proven TRUSTe dispute resolution service to help you respond quickly and effectively to consumer concerns.

TRUSTe is the leading DAA compliance provider with TRUSTed Ads, a simple solution for advertisers and publishers.

Download our report: How to Defuse Digital Marketing Privacy Concerns

North American Technographics® Online Benchmark Recontact Survey, Q3 2011 (US, Canada)