The DAA Self-Regulatory Program for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA), by a group of the largest media and marketing associations operating throughout the United States and include, among others, the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations proclaim commitment to developing effective industry self-regulatory solutions to consumer choice in online behavioral advertising – better known as “OBA”.
They based their “commitment” on seven “Self-Regulatory Principles for Online Behavioral Advertising” in a proposal to the Federal Trade Commission. The DAA Self-Regulatory Program is designed to give consumers enhanced control over the collection and use of data when surfing all that fee content on the Internet. With the support of the six, stakeholder trade associations—representing more than 5,000 US companies—the Program promotes the use of an “icon” or more commonly known as the “ad choices” icon. They hope this icon becomes a universal symbol found within or near online advertisements or on Web pages where data is collected and used to deliver online advertising. Now here is the good part – by clicking on the icon, consumers are getting a “clear” disclosure statement regarding the participating company’s online behavioral advertising data collection and use practices, as well as a universal, easy-to-use, opt-out mechanism. Sounds good? Yes – maybe – well maybe not-depends…how is that opt-out mechanism used again…how long are those cookies really blocked? Check it all out at www.aboutads.info.