Webinar on New DAA Guidelines for Ads Compliance in 2016 from TRUSTe

Get Ready for 2016: New DAA Guidelines for Ads Compliance

January 21, 2016

Speaker Introductions

Lou Mastria, CIPP/US, CISSP Executive Director

Michael Signorelli, Esq. Partner, Venable &

Chuck Curran, Esq. Michael Signorelli Senior Advisor Partner, Venable &

Digital Advertising Alliance

Counsel, Digital Advertising Alliance

Digital Advertising Counsel, Digital Alliance Advertising Alliance

Helen Huang, CIPP/US Senior Product Manager TRUSTe

Kris Vann, Esq. Senior Product Marketing Manager TRUSTe

Agenda | Happy New Year 2016…

• Background: DNA of the DAA, TRUSTe Collaboration • Consumer Choice Expansion | Mobile Choice, AppChoices, Spanish • Cross-Device Guidance | Transparency & Control • Video Ad Marker & DAA Icon Specifications • DAA Summit 2016 | Thursday & Friday, May 12-13, 2016 in Los Angeles (Silicon Beach)

DNA of the DAA

DAA By the Numbers Today…

• Hundreds of Companies, Thousands of Brands • 54 million+ Unique Visits to our Sites • 120+ Companies on our Consumer Choice Page (Desktop & Mobile Web) • 30 Companies & Counting on AppChoices • 1+ trillion icons served globally each month • 35 Nations, 26 Languages

DAA & TRUSTe Collaboration • TRUSTe is a DAA Approved Provider and early DAA compliance pioneer • Worked with hundreds of ad ecosystem clients/partners to serve over 60B icons monthly • Helping companies comply with DAA Principles across channels and devices and 100% DAA compatible

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Supporting Continuous Evolution of DAA SelfRegulation & Ads Compliance

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Where the Consumer Goes, So Does DAA Self-Regulation | Mobile

Consumer Choice Expansion AppChoices Consumer Choice Page for Mobile AppChoices en Espa単ol _______________ Mobile Guidance Enforcement

Self-Regulation in Action: Forward-Thinking Self-Regulatory Tools AppChoices introduced in 2015

Self-Regulation Helps Preserve Innovation: AppChoices | Participants to Date (30)

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Forward-Thinking Tools for Effective Self-Regulation

AppChoices Today – 30 Companies AppChoices Launch – 18 Companies

< 11 Months and > 66% Growth

Mobile Choice Expansion AppChoices & Mobile Web Launch

Consumer Choice Page for Mobile Web

AppChoices

Practical Solutions DAA Control Tools | Cross-Promotion

Mobile Web to AppChoices AppChoices to Mobile Web

Mobile Web to AppChoices AppChoices to Mobile Web

Self-Regulation that Builds Credibility: ‘AppChoices en Español’

Forward-Thinking Tools for Effective Self-Regulation Plug in once…play everywhere!

DAA’s Global Footprint | 35 Nations, 28 Languages and Counting…

DAA Accountability • Two independent programs, run by the BBB and DMA, hold companies accountable for their responsibilities under the Principles • Monitor the ecosystem, and respond to consumer complaints, to maintain a compliant ecosystem

DAA Accountability - Illuminating How To Comply with DAA Principles • 63 Public Decisions • Issued compliance guidance on a full range of advertising issues: mobile, native, cookie-less identification & more • Directly counseled hundreds of companies • DAA Mobile Guidance now in Enforcement (as of September 2015)

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DAA’s Self-Regulatory Tools Include More than Tech and Standards…

• DMA’s Senny Boone ‘Shines the Light’ &Then15 (October 2015)

• Genie Barton of ASRC (CBBB) participates in FTC Cross-Device Workshop (November 2015)

TRUSTe Ads Compliance In-App, In-Ad

Meet Mobile Specifications for Use of the DAA ‘Your Ad Choices’ Icon

Example 1: In-App, In-Ad

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TRUSTe Ads Compliance In-App, In Settings

Meet Mobile Specifications for Use of the DAA ‘Your Ad Choices’ Icon

Example 2: In-App in Settings

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TRUSTe Ads Compliance - Interests In-App After app store download, users can view a dashboard of interests and opt-outs

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Users can manage advertising opt-outs

Users provide valuable information about their interests

TRUSTe Mobile Preference Manager en Espa単ol Dynamic browser language detection

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Where the Consumer Goes, So Does DAA Self-Regulation | Cross-Device Cross-Device Guidance Transparency Control

Cross-Device Guidance | November 2015 • Year-Long Process – DAA began examining this practice in 2014 – Convened the Principles & Communications Committee in June 2015 – Added several new companies to the Committee to advise and educate on the state of the market • Released on the day of the FTC CrossDevice Workshop

Cross-Device Guidance | Notice • Transparency – First Parties should provide notice of data collection and a link to the DAA opt-out tools – Third Parties should disclose that data collected on a device may be used with another device that is linked with the first device

Cross-Device Guidance | Choice • Control – Exiting opt-out tools apply to OBA across-device – Limits on the use of data collected from a browser or device for use on another linked browser or device – Limits on the use of data that was collected on another browser or device on an opted-out browser or device

Cross-Device Guidance | Scope • Opt-outs apply to the browser or device from which choice is made • The device is removed from the graph for IBA, but the graph remains intact for other, non-IBA uses (fraud prevention, authentication, etc.)

Notice & Choice Rules Apply Across Platform â&#x20AC;˘â&#x20AC;Ż Note: companies need to clearly explain the scope of the opt-out stating exactly what users are opting-out and extent of devices it applies to.

Cross-Device

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TRUSTe Cross-Device Preference Manager Support

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Cross-Device Opt-Out Through Any ID Program Progra Program Over-­‐ Program 1 Program 2-­‐-­‐ Program Program Program Interest Interest 1-­‐-­‐Opt m 2-­‐-­‐ 3-­‐-­‐Opt Email opt-­‐ Arching User ID User ID Type 3-­‐-­‐User 4-­‐-­‐User 4-­‐-­‐Opt in/ Category Category SMS Opt-­‐in in/Opt-­‐ Opt in/ in/Opt-­‐ in User ID Type 1 2 ID Type 3 ID Type 4 Opt-­‐Out -­‐Auto -­‐Career Out Opt-­‐Out Out

1111-­‐2222-­‐ AAAA-­‐BBBB-­‐ JohnDoeOne@ Account: 3333-­‐4444 CCCC-­‐DDDD anywhere.com ABC123

IN

OUT

IN

IN

yes

no

yes

no

2222-­‐3333-­‐ BBBB-­‐CCCC-­‐ 4444-­‐1111 DDDD-­‐AAAA

Account: DEF456

OUT

??

IN

yes

yes

yes

3333-­‐4444-­‐ CCCC-­‐DDDD-­‐ JohnDoeTwo@ Account: 1111-­‐2222 AAAA-­‐BBBB anywhere.com GHI789

OUT

OUT

OUT

OUT

no

No

IN

??

IN

IN

no

no

yes

4444-­‐1111-­‐ DDDD-­‐AAAA-­‐ 2222-­‐3333 BBBB-­‐CCCC

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Reporting to Ensure Icon is Served

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Cookie-less ID Detection

Locate Privacy Risk • • •

PII Sensitive PII Age

Useful Third Party Info •

Tracker graph provides full chain

Cookie & Cookie-less IDs • • • • • •

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Cookies LSO Flash Cookies Local Storage Beacons E-tags Device IDs

Where the Consumer Goes, So Does DAA Self-Regulation | Video Ad Marker Specifications for Online Video

Ad Marker & DAA Icon Provide Notice & Transparency for Data Uses Covered by DAA Program Sample placement of DAA Ad Marker (including the DAA icon) in pre-roll video ad:

Positioning of the Ad Marker for In-Video Placement Sample placement of DAA Icon alone in pre-roll video ad :

â&#x20AC;˘â&#x20AC;Ż

Other Topics in Video Ad Marker Guidelines

• Ad Marker Positioning and duration • Interstitials & technical compatibility • Other implementation scenarios (publisherdriven, e.g.)

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Examples of Overlays and Consumer Disclosure

The Guidelines also Cover Video Ads on Mobile Devices Example of an overlay displayed in mobile format where the video conSnues playing.

DAA Specs & TRUSTe Support for Video Ads Guidance • •

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Supports any technical format: .swc, .swf, VAST 3.0, etc.

There are specific new DAA Video Guideline requirements, e.g., icon persists through video, option to pause, interstitial is less than 50%

DAA Summit 2016 | Silicon Beach | May 12-13

In Their Own Wordsâ&#x20AC;Ś

Thank You | Questions?

Lou Mastria, DAA | @lmastria @daausa | lou@aboutads.info Michael A. Signorelli, Venable LLC | masignorelli@venable.com Chuck Curran, DAA | chuck@aboutads.info Helen Huang, TRUSTe | hhuang@truste.com Kris Vann, TRUSTe | @krisvann @TRUSTe | kvann@truste.com