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Evidon’s Recap of the DAA Summit 2017

June 20, 2017 – Audrey Trainor

Fresh out from the Digital Advertising Alliance’s 2017 Summit last week, I wanted to recap my experience and share with you a few of the highlights of the two-day Summit.

Fresh out from the Digital Advertising Alliance’s 2017 Summit last week, I wanted to recap my experience and share with you a few of the highlights of the two-day Summit.

The 2017 DAA Summit was my third summit and started off on a great note with a day full of accountability workshops. Throughout the day, the workshops were mainly focused on applications and cross-device self-regulation and how to effectively use the AdChoices program to remain in compliance. Most notably, a few updated stats were shared about the Icon and consumer engagement. These statistics are a great marker for how the program is expanding in size and consumer awareness.

• 40% of U.S. consumers know what the AdChoices icon looks like and means (conservative est.)
• 54% of consumers know that the AdChoices icon gives them choices about ads.

One of the most interesting workshops of the day was regarding application retargeting. Interest based advertising (IBA) principles translate into the mobile space. There is the need to provide consumers the scope of the opt out, and a mechanism to opt out irrespective of the type of collection done. Consumer must understand WHAT is being collected, the scope of opt out they can exercise, and the opt out mechanism they can use to opt out of any kind of collection.

With a world going increasingly mobile, delivery of targeted ads based on “portable” parameters – Precise Location Data, Personal Data Directory, etc.- grows as well. Genie Barton and Jon Brescia from the Council of Better Business Bureau (CBBB) spoke to how they have resolved up 15,000 consumer complaints, overseen 71 cases and brought hundreds of companies into compliance confidentially. The main tenant of their presentation was that all IBA principles apply to collection of data, cookie or no cookie. The DAA & NAI’s new WebChoices and the DAA’s AppChoices application can help with compliance for in app and cross-device.

Day two of the Summit was focused around furthering consumer trust through self-regulation. Evidon’s CEO Scott Meyer participated in the brand safety and consumer engagement panel with Ford Direct’s Beth Hill, Sheryl Ann Yamuder of Roku, and Jonny Silberman of Anheuser-Busch. These brand champions spoke to how taking a leadership role in privacy and compliance is not always easy, but the immense value they get from protecting the brand through transparency & choice for the consumer is always well worth the hurdles they must overcome. Jonny Silberman specifically praised the merits of vendors within the supply chain that took compliance seriously, and when selecting partners, he usually placed those in compliance already above those who were not.

I also thoroughly enjoyed the “Accountability Round-Up” presented by NAI, DAA, DMA and CBBB, and I’ve included the top ten tips discussed in the presentation to conclude my post, below. They highlight the most important parts of compliance, and are a wonderful quick reference guide.

Top 10 Lessons in Accountability:
1. If in doubt, ask the Council of Better Business Bureau. If you know you are out of compliance, talk to them before they talk to you!
2. Know your role under the principles. Compliance obligations are function and depend on your role in the supply chain.
3. Enhanced notice is a must. The notice link must go to place where you explain IBA practice, and should include a link to opt out mechanism.
4. Shared Responsibilities – 1st & 3rd parties need to communicate and collaborate to make sure the party best able to fulfill a compliance obligation should do so!
5. Work with compliant companies! Protect yourself with strong and explicit contractual or other assurances your partners are committed to principles.
6. Provide easy to use opt out from all methods of data collection, regardless of device. WebChoices and AppChoices can help.
7. Stress internal education! Every department has a role.
8. Mobile SDK’s need to understand what is being collected and what compliance requirements are triggered.
9. Be aware of the Children’s Online Privacy Protection rule! Age gate where appropriate.
10. Precise Location Data – if you are collecting, ask yourself how much precise you really need. Only collect what you need and get consent!