Get Ready for 2016: New DAA Guidelines for Ads Compliance
January 21, 2016
Speaker Introductions
Lou Mastria, CIPP/US, CISSP Executive Director
Michael Signorelli, Esq. Partner, Venable &
Chuck Curran, Esq. Michael Signorelli Senior Advisor Partner, Venable &
Digital Advertising Alliance
Counsel, Digital Advertising Alliance
Digital Advertising Counsel, Digital Alliance Advertising Alliance
Helen Huang, CIPP/US Senior Product Manager TRUSTe
Kris Vann, Esq. Senior Product Marketing Manager TRUSTe
Agenda | Happy New Year 2016… • Background: DNA of the DAA, TRUSTe Collaboration • Consumer Choice Expansion | Mobile Choice, AppChoices, Spanish • Cross-Device Guidance | Transparency & Control • Video Ad Marker & DAA Icon Specifications • DAA Summit 2016 | Thursday & Friday, May 12-13, 2016 in Los Angeles (Silicon Beach)
DNA of the DAA
DAA By the Numbers Today… • Hundreds of Companies, Thousands of Brands • 54 million+ Unique Visits to our Sites • 120+ Companies on our Consumer Choice Page (Desktop & Mobile Web) • 30 Companies & Counting on AppChoices • 1+ trillion icons served globally each month • 35 Nations, 26 Languages
DAA & TRUSTe Collaboration • TRUSTe is a DAA Approved Provider and early DAA compliance pioneer • Worked with hundreds of ad ecosystem clients/partners to serve over 60B icons monthly • Helping companies comply with DAA Principles across channels and devices and 100% DAA compatible
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Supporting Continuous Evolution of DAA SelfRegulation & Ads Compliance
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Where the Consumer Goes, So Does DAA Self-Regulation | Mobile
Consumer Choice Expansion AppChoices Consumer Choice Page for Mobile AppChoices en Espa単ol _______________ Mobile Guidance Enforcement
Self-Regulation in Action: Forward-Thinking Self-Regulatory Tools AppChoices introduced in 2015
Self-Regulation Helps Preserve Innovation: AppChoices | Participants to Date (30)
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Forward-Thinking Tools for Effective Self-Regulation
AppChoices Today – 30 Companies AppChoices Launch – 18 Companies
< 11 Months and > 66% Growth
Mobile Choice Expansion AppChoices & Mobile Web Launch
Consumer Choice Page for Mobile Web
AppChoices
Practical Solutions DAA Control Tools | Cross-Promotion
Mobile Web to AppChoices AppChoices to Mobile Web
Mobile Web to AppChoices AppChoices to Mobile Web
Self-Regulation that Builds Credibility: ‘AppChoices en Español’
Forward-Thinking Tools for Effective Self-Regulation Plug in once…play everywhere!
DAA’s Global Footprint | 35 Nations, 28 Languages and Counting…
DAA Accountability • Two independent programs, run by the BBB and DMA, hold companies accountable for their responsibilities under the Principles • Monitor the ecosystem, and respond to consumer complaints, to maintain a compliant ecosystem
DAA Accountability - Illuminating How To Comply with DAA Principles • 63 Public Decisions • Issued compliance guidance on a full range of advertising issues: mobile, native, cookie-less identification & more • Directly counseled hundreds of companies • DAA Mobile Guidance now in Enforcement (as of September 2015)
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DAA’s Self-Regulatory Tools Include More than Tech and Standards…
• DMA’s Senny Boone ‘Shines the Light’ &Then15 (October 2015)
• Genie Barton of ASRC (CBBB) participates in FTC Cross-Device Workshop (November 2015)
TRUSTe Ads Compliance In-App, In-Ad
Meet Mobile Specifications for Use of the DAA ‘Your Ad Choices’ Icon
Example 1: In-App, In-Ad
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TRUSTe Ads Compliance In-App, In Settings
Meet Mobile Specifications for Use of the DAA ‘Your Ad Choices’ Icon
Example 2: In-App in Settings
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TRUSTe Ads Compliance - Interests In-App After app store download, users can view a dashboard of interests and opt-outs
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Users can manage advertising opt-outs
Users provide valuable information about their interests
TRUSTe Mobile Preference Manager en Espa単ol Dynamic browser language detection
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Where the Consumer Goes, So Does DAA Self-Regulation | Cross-Device Cross-Device Guidance Transparency Control
Cross-Device Guidance | November 2015 • Year-Long Process – DAA began examining this practice in 2014 – Convened the Principles & Communications Committee in June 2015 – Added several new companies to the Committee to advise and educate on the state of the market • Released on the day of the FTC CrossDevice Workshop
Cross-Device Guidance | Notice • Transparency – First Parties should provide notice of data collection and a link to the DAA opt-out tools – Third Parties should disclose that data collected on a device may be used with another device that is linked with the first device
Cross-Device Guidance | Choice • Control – Exiting opt-out tools apply to OBA across-device – Limits on the use of data collected from a browser or device for use on another linked browser or device – Limits on the use of data that was collected on another browser or device on an opted-out browser or device
Cross-Device Guidance | Scope • Opt-outs apply to the browser or device from which choice is made • The device is removed from the graph for IBA, but the graph remains intact for other, non-IBA uses (fraud prevention, authentication, etc.)
Notice & Choice Rules Apply Across Platform â&#x20AC;˘â&#x20AC;Ż Note: companies need to clearly explain the scope of the opt-out stating exactly what users are opting-out and extent of devices it applies to.
Cross-Device
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TRUSTe Cross-Device Preference Manager Support
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Cross-Device Opt-Out Through Any ID Program Progra Program Over-‐ Program 1 Program 2-‐-‐ Program Program Program Interest Interest 1-‐-‐Opt m 2-‐-‐ 3-‐-‐Opt Email opt-‐ Arching User ID User ID Type 3-‐-‐User 4-‐-‐User 4-‐-‐Opt in/ Category Category SMS Opt-‐in in/Opt-‐ Opt in/ in/Opt-‐ in User ID Type 1 2 ID Type 3 ID Type 4 Opt-‐Out -‐Auto -‐Career Out Opt-‐Out Out
1111-‐2222-‐ AAAA-‐BBBB-‐ JohnDoeOne@ Account: 3333-‐4444 CCCC-‐DDDD anywhere.com ABC123
IN
OUT
IN
IN
yes
no
yes
no
2222-‐3333-‐ BBBB-‐CCCC-‐ 4444-‐1111 DDDD-‐AAAA
Account: DEF456
OUT
??
IN
yes
yes
yes
3333-‐4444-‐ CCCC-‐DDDD-‐ JohnDoeTwo@ Account: 1111-‐2222 AAAA-‐BBBB anywhere.com GHI789
OUT
OUT
OUT
OUT
no
No
IN
??
IN
IN
no
no
yes
4444-‐1111-‐ DDDD-‐AAAA-‐ 2222-‐3333 BBBB-‐CCCC
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Reporting to Ensure Icon is Served
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Cookie-less ID Detection
Locate Privacy Risk • • •
PII Sensitive PII Age
Useful Third Party Info •
Tracker graph provides full chain
Cookie & Cookie-less IDs • • • • • •
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Cookies LSO Flash Cookies Local Storage Beacons E-tags Device IDs
Where the Consumer Goes, So Does DAA Self-Regulation | Video Ad Marker Specifications for Online Video
Ad Marker & DAA Icon Provide Notice & Transparency for Data Uses Covered by DAA Program Sample placement of DAA Ad Marker (including the DAA icon) in pre-roll video ad:
Positioning of the Ad Marker for In-Video Placement Sample placement of DAA Icon alone in pre-roll video ad :
â&#x20AC;˘â&#x20AC;Ż
Other Topics in Video Ad Marker Guidelines
• Ad Marker Positioning and duration • Interstitials & technical compatibility • Other implementation scenarios (publisherdriven, e.g.) •
Examples of Overlays and Consumer Disclosure
The Guidelines also Cover Video Ads on Mobile Devices Example of an overlay displayed in mobile format where the video conSnues playing.
DAA Specs & TRUSTe Support for Video Ads Guidance • •
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Supports any technical format: .swc, .swf, VAST 3.0, etc. There are specific new DAA Video Guideline requirements, e.g., icon persists through video, option to pause, interstitial is less than 50%
DAA Summit 2016 | Silicon Beach | May 12-13
In Their Own Wordsâ&#x20AC;Ś
Thank You | Questions? Lou Mastria, DAA | @lmastria @daausa | lou@aboutads.info Michael A. Signorelli, Venable LLC | masignorelli@venable.com Chuck Curran, DAA | chuck@aboutads.info Helen Huang, TRUSTe | hhuang@truste.com Kris Vann, TRUSTe | @krisvann @TRUSTe | kvann@truste.com