For a comprehensive look at OBA and compliance solutions, join our webinar today!
Date: Thursday, February 17, 2011
Time: 3:00 PM – 4:00 PM (EST)
Should Your Ad Be OBA Compliant?
According to the program’s official OBA definition, many commonly utilized online marketing strategies inculding re-targeting, frequency capping and any other methods that use user data collected by cookies are subject to the OBA self-regulatory program. This means that an overwhelming majority-almost 80%-of online ad impressions are considered OBA and must be compliant with the OBA regulations. On the other hand, there are still a few conditions that the OBA principals do not include:
- Activities of First Parties (Web site publishers / operators) which are limited to their own sites or affiliated sites over which they exercise direct control.
- Contextual advertising, which is advertising based on the content of the Web page being visited, a consumer’s current visit to a Web page, or a search query.
- Ad reporting, the collection or use of information for statistical reporting, Web analytics/analysis and advertising metrics.
- Ad delivery, the distribution or delivery of online advertisements or advertising-related services using Ad Reporting data and not based on user preferences inferred from information collected over time and across nonaffiliated Web sites.
If your ads are among the 80% of impressions considered OBA, below are the requirements asked of you in order to be compliant.
- Inform consumers about data practices through clear, meaningful and prominent notices
- Display the Advertising Option Icon
- Prove disclosure on data collection practices
- Provide method for users to opt out
- Provide evidence of compliance
And What Does This Mean For You?
For your ads:
- All behaviorally targeted ads must display the icon
- If one player in the chain of passing an impression captures user data to behaviorally target the ad, that ad must display the icon.
- User must be able to opt-out of behaviorally targeting
For your sites:
- All sites that allow third parties to deliver ads to their users must display the icon on site pages
- Users must be able to opt-out of behavioral targeting
Filed Under: Blog