TrustArc Blog

DAA Cross Device Guidance Enforcement Starting Today

February 01, 2017

In a typical day the average person will use several devices to make calls, check emails, or watch videos. Over half of people (57%) who use a device such as a smart phone or tablet use more than one.[1] It is easier than ever to seamlessly move between devices and continue an activity on one device where you left off on another. Users get the advantage of a seamless experience across devices, and publishers and ad tech companies can get information about user behavior across those devices, which is known as cross-device tracking. Starting today, February 1, 2017, the Digital … Continue reading DAA Cross Device Guidance Enforcement Starting Today

November Event Spotlight: IAPP Europe; The New AdTech Playbook – Accountability & the GDPR

November 01, 2016

  IAPP Europe Data Protection Congress 2016 November 9 – November 10 Brussels The IAPP Data Protection Congress is where you’ll find thought leadership, a thriving professional community and unrivaled education with more than 40 sessions on the top privacy issues organisations are facing today, including the GDPR. Visit TRUSTe in the exhibit hall at Booth #22 and hear TRUSTe’s Eleanor Treharne-Jones, CIPP/E speak alongside American Express and eBay on Nov 9th at 16:15 for “The Evolution of PIA Best Practices” and TRUSTe’s Hilary Wandall, CIPM, CIPP/E speak alongside Hunton & Williams on Nov 10th at 13:30 for “Addressing Risky Processing … Continue reading November Event Spotlight: IAPP Europe; The New AdTech Playbook – Accountability & the GDPR

Awareness of DAA AdChoices Icon Rises to 42%

May 09, 2016

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%

May Spotlight: TRUSTe Speaking at Events in Toronto, LA and London

May 02, 2016

IAPP Canada Privacy Symposium 2016 May 11 – May 12 Toronto The privacy landscape is changing at breakneck speed, and your job is becoming more complex by the day. Boasting exceptional education, unmatched networking and a strong community of privacy professionals, the Symposium returns to help you step up your game. TRUSTe’s Eleanor Treharne-Jones will be speaking on Wednesday, May 11th, 11:45am-1pm on “Are You Ready for the GDPR? Let’s Find Out.” > Register here   Digital Advertising Alliance Summit 2016 May 12 – May 13 Los Angeles The Digital Advertising Alliance Summit 2016 is a full-day event and provides … Continue reading May Spotlight: TRUSTe Speaking at Events in Toronto, LA and London

Implementing the new DAA Video OBA Guidelines

January 20, 2016

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

Meet the Leading Players in the Privacy Ecosystem: Lou Mastria, Digital Advertising Alliance

July 22, 2015

Over a hundred organizations are responsible for shaping the future of data privacy. In this new series we’ll profile some of the organizations that are helping to shape the massive privacy ecosystem through the eyes of the professionals that work there and learn more about their perspectives on privacy. 


What is your organization’s role in the privacy ecosystem?

The Digital Advertising Alliance was created to give consumers better information and control over the use of data for interest-based advertising. The DAA sets and enforces standards for the advertising ecosystem through our Self-Regulatory Principles for Interest Based Advertising, and we give consumers simple access to information about and control over data collection use for interest-based ads through the blue “Your Ad Choices” icon on ads, sites and increasingly apps.

By doing so, we provide a robust self-regulatory regime that strengthens the ad-supported digital ecosystem and helps drive innovations in the delivery of online and mobile content and services. Originally founded by six trade associations in the United States, DAA has expanded through parallel sister organizations to 34 nations in 26 languages.

The DAA icon, in particular, provides an intuitive and ubiquitous ad marker and links that supplement privacy policies. From this icon, consumers are given enhanced notice and reliable access to choice controls.

The DAA Icon is now served globally more than 1 trillion times per month, and the DAA choice pages receive an average of 10 million unique visitors per year. TRUSTe is one of two “approved providers” of DAA programs in the U.S. – providing a turnkey solution for brands, agencies, publishers and ad tech firms to consider for DAA Principles implementation.


What key goals/issues is your organization focused on tackling?

Our goal is a consistent user experience – no matter what screen the consumer may be using. We are working to create that consistent framework on devices (DAA’s Consumer Choice Page, Consumer Choice Page for Mobile Web, and AppChoices for cross-app data collection choice) so we can continue to build trustworthy experiences for consumers and companies to rely on with regard to online data collection and advertising.


How have your organization’s goals/focus changed over the years to address evolving technologies or challenges?

The DAA constantly monitors changes in technology, consumer attitudes and behavior, and advertising ecosystem practices to ensure our program adapts to those shifts in a technology-neutral manner.

For example, we recently issued mobile guidance to show marketers how to apply DAA Principles for interest-based advertising and multi-site data (including cross-app) collection in the mobile environment. The guidance served to identify responsibilities of both first parties and third parties for enhanced notice and control, addressing specific data categories such as cross-app data, and providing a higher level of consent with regard to precise location data and personal directory data. These responsibilities will be enforced by our two U.S. enforcement partners – Council of Better Business Bureau’s Advertising Self-Regulation Council and Direct Marketing Association – beginning September 1, 2015. Both CBBB and DMA are independent enforcers of these precepts in the marketplace.

Another example is the video area, where DAA is close to announcing ad marker specifications for video interest-based ads.

  Read more “Meet the Leading Players in the Privacy Ecosystem: Lou Mastria, Digital Advertising Alliance”