Transcript DAA Program
Latin America | Self-Regulation for Interest-Based Advertising An Overview of USA Program February 2015 DAA Leadership in USA Digital Advertising Alliance: Enforcement Partners of Digital Advertising Alliance: DAA Program Timeline: 2009-2013 FEBRUARY OCTOBER OCTOBER JUNE FTC Behavioral Advertising Report Icon Program Launches DAA Announces 100 Program Participants JULY NOVEMBER DAA Publishes OBA Practice Principles Choice Page Live to Web 2009 2010 2011 11 million+ monthly visits to www.YourAdChoice s.com 2013 2012 JUNE • First Summit for DAA Participants JULY NOVEMBER DAA Publishes Multi-Site Data Principles • FEBRUARY White House Event & Support • Mobile Guidance Announced to OBA and MSD Principles Industry Education of Mobile Guidance Begins MARCH Global licensing programs (Europe, Canada) 3 DAA Program during Past Year • DAA-commissioned Industry Research on Information Transfer’s Value in Advertising (February) • DAA Summit 2014 (June) • DAA Launches Branded Site, www.digitaladvertisingalliance.org (July) • DAA Web Sites Top 37 million Unique Visits & 5.2 million Opt-Out Choices • DAA to Launch AppChoices & Consumer Choice for Mobile Web (Coming This Month) Consistent Principles Across Ecosystems “…the consumer is multi-screen, so is selfregulation…” Our Current Push: Mobile Mobile Guidance Released – July 2013 Creative Ad Specification for DAA Icon in Mobile – April 2014 Consumer Choice Page for Mobile Web – February 2015 Expected Mobile App Choice Tool: AppChoices – February 2015 Expected Accountability – Late Summer 2015 Expected Federal Trade Commission and the DAA USA Poll: Online Ads Deliver Real User Value Selected results from DAA’s 2 surveys in 2013 follow… • Has an Internet ad ever helped you find an offer or product you wouldn’t otherwise have known about? USA Poll: 73% Enjoy ‘Trust Dividend’ from Self-Regulation Protections USA Poll: 51.3% Are More Likely to Click on an Online Ad that Includes an Icon USA Poll: Access to Similar Protections Wanted, No Matter the Screen Source: Zogby Interactive Survey of 1,015 US Adults – 10/03/14 – 10/05/14 Margin of Error ±3.1 Percentage Points. USA Poll: Consumers Expect To See Names of Companies Providing Choice Source: Zogby Interactive Survey of 1,015 US Adults – 10/03/14 – 10/05/14 Margin of Error ±3.1 Percentage Points. Recent Metric Milestones: Consumer Use of DAA Tools • The DAA icon is served globally >1 trillion times each month • >37 million unique users have visited our two program sites (via our sites, www.aboutads.info , www.youradchoices.com), www.digitaladvertisingalliance.org ) • >5.2 million unique users have exercised an opt-out choice on our Consumer Choice Page • Our Branded Site, www.digitaladvertisingalliance.org (Summer 2014) Independent Enforcement ‘With Teeth’ • In 2013-14, DMA reported 539 digital marketingrelated queries, with 33 concerning interestbased ads • BBB has reported 37 compliance actions to date The DAA Program in USA Today: Choice Page • 123 companies listed on the Consumer Choice Page Top 15 ad networks participating Persistent Choice offered in Chrome, Firefox & IE White House and Federal Trade Commission support The Ubiquitous DAA Icon DAA Icon Ubiquity on Desktop & Mobile Web Interest-Based Ads | Self-Regulation: DAA Program www.aboutads.info Consumer Education is Key Videos: Explaining Interest-Based Ads • Meet the AdChoices (Advertising Options) Icon • Your AdChoices and You • What is Interest-based Advertising? Going Global – Beyond Borders (again) • Increasingly Global – 32 countries – 24 languages 2010 2012 2013 DAA’s Global Footprint 2013: Expanded to Canada Gracias, Preguntas? Contact Us! • • Lou Mastria: [email protected] | @lmastria | www.digitaladvertisingalliance.org | @daausa Michael A. Signorelli: [email protected]