The industry is buzzing with news, deadlines and solutions for the OBA (online behavioral advertising) Self-Regulatory Program. And while there is so much information roaming the internet, there are still a lot of questions and confusion in the market. In an effort to help make the program easier to understand, we are offering a series of webinars and blog posts to ensure this important initiative is as easy to adopt as possible. Stay tuned as we answer some of the most pertinent questions about the requirements and implementation of the program. And we would like to begin by telling you about the Self-Regulatory Program for OBA and what prompted its creation.
What is Online Behavioral Advertising?
Almost 80% of online ad impressions are considered Online Behavioral Advertising (OBA). OBA is defined as the practice of collecting “data from a particular computer or device regarding Web viewing behaviors over time and across non-Affiliate Web sites for the purpose of using such data to predict user preferences or interests to deliver advertising to that computer or device based on the preferences or interests inferred from such Web viewing behaviors.”
Most methods that use user data collected by cookies to deliver ads, such as common online marketing strategies like re-targeting and frequency capping, are considered OBA.
What is the Self-Regulation Program for OBA?
Recently, The Federal Trade Commission cited a greater need for transparency awareness and choice for consumers regarding their privacy in regards to being behaviorally targeted. To work towards this, they called upon the advertising and media industry to develop self-regulatory principles and practices for OBA.
This initiative is led by the Digital Advertising Alliance (DAA) — a group of leading marketing and advertising industry associations — to alleviate privacy concerns related to OBA. The program requires participants disclose the practice of OBA to the consumer at the time of data collection in a clear, prominent and conveniently-located manner and allow consumers to choose how, or if, their data can be collected or employed.
Regardless of where one sits in a chain of passing an impression, if one player in that chain (be it a network, exchange, DSP, etc.,) captures user data for OBA, that ad is considered OBA and must adhere to the regulation program.
What are the OBA Compliance Requirements?
In order for an ad to be considered OBA compliant, you must meet the following requirements:
- Inform consumers about data practices through clear, meaningful and prominent notices.
- Display the advertising option icon so that consumers can easily find out about online behavioral advertising, learn about the data practices associated with advertisements they receive and opt-out of behaviorally-targeted advertisement if they choose.
- Provide evidence that the icon, interstitial and opt-out page were executed.
Note: The Digital Marketing Alliance requires that all its members who engage in OBA become compliant with the self-regulatory program by January 31, 2011. The Better Business Bureau has set March 31, 2011 as the deadline for its members to become compliant.
