Keeping compliant with the latest privacy regulations, tools and best practices is critical in order to avoid fines and reputational damage, while saving your privacy team time and money. For this most recent webinar, we turned our focus to the advertising space.
TRUSTe hosted a webinar with guests from the Digital Advertising Alliance (DAA) and the Better Business Bureau (BBB) on Monday, March 9. The hour-long webinar titled, “2015 Compliance for Mobile and Desktop Advertising” was moderated by Kris Vann, Senior Product Marketing Manager at TRUSTe, with speakers Kevin Trilli, VP of Product at TRUSTe, Genie Barton, VP and Director, Online Behavioral Advertising Program and Mobile Marketing Initiatives at the Council of Better Business Bureaus (CBBB), and Lou Mastria, the Executive Director at the DAA.
Speakers discussed specific steps advertisers can take to meet the self-regulatory data privacy requirements associated with Online Behavioral Advertising (OBA) and improve the effectiveness of their businesses. One of the keys to compliance is to first stay on top of new privacy regulations and best practices. Abiding by these requirements will help ensure continuing consumer trust in the brands that companies represent.
TRUSTe is a DAA approved AdChoices provider which gives users the ability to manage data collection and advertising preferences in mobile apps and mobile browsers. TRUSTe was an early DAA compliance pioneer and has worked with hundreds of ad ecosystem clients and partners to serve more than 60 billion icons each month.
Recently, the CBBB has stepped-up its Accountability Program enforcement, pushing the industry to increase vigilance on both desktop and mobile advertising compliance. TRUSTe’s recently released consumer privacy research was also discussed. According to new findings in an online study conducted by Ipsos on behalf of TRUSTe, 68% of US smartphone users are concerned about having their activity tracked to serve them targeted ads, suggesting that most smartphone users are uncomfortable with the idea of online behavioral advertising (OBA). However, research also showed that awareness of the AdChoices icon, part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for OBA, jumped to 37% – a significant increase from 21% the previous year.
As consumers become more aware of how they can control the types of ads they see, they are more likely to feel positive about online behavioral advertising in general. One in three (33%) said that the information available on AdChoices, along with the option of opting out of OBA would make them feel more positive about the concept of targeted ads.