The Self-Regulatory Program for Online Behavioral Advertising (OBA) is Here.

To demonstrate the online ad industry’s commitment to protecting consumer privacy, industry organizations have officially started monitoring and enforcing compliance to the Digital Advertising Alliance’s (DAA) Self-Regulatory program for OBA. Now the industry privacy standard, the program requires online ad industry entities to:

• Inform consumers about data practices through clear, meaningful and prominent notices
• Display the Advertising Option Icon
• Provide disclosure on data collection practices and a method for users to opt-out

DoubleVerify provides a DAA-approved, easy-to-execute OBA compliance solution that helps you quickly establish full compliance to the Self-Regulatory Program. The solution offers:

• Superior Technology — a simple, one-tag solution
• Full-Service Support — a hands-on support team who is with you every step of the way
• Market Footprint and Scale — a vast market footprint to deliver the solution at scale
• A Smart Investment — a free service until June 1, 2011

For Your Ads

Whether you are an advertiser, network or DSP, if you or any of your partners capture user data to behaviorally target ads, the ads must display the Advertising Option Icon. Explore the slide show below to understand how OBA compliance on your ads works.

1.

The Advertising Option Icon informs users that an ad is behaviorally targeted and compliant with industry guidelines.

2.

By clicking on the Icon, users access a disclosure notice that allows them to opt out of being behaviorally targeted, learn more about behavioral advertising, and view the advertiser’s privacy policy.

3.

Users who click on the opt-out link are taken to a privacy preference manager, customizable per client, where they can see the companies using behavioral targeting and learn more about their practices. Users can then manage their privacy preferences by choosing to opt in or out.

4.

Clients receive evidence of compliance reporting that details the interaction users have with the Advertising Option Icon and their opt-out activity.

1.

The website displays the Advertising Option Icon on each page to inform users that their site allows third-party data collection that is compliant with industry guidelines.

2.

Clicking on the Icon opens an overlay showing the site’s privacy preference manager where users can see all the partners collecting data on that site based on a DoubleVerify site scan. Users can learn more about the partners’ data collection practices and choose to opt in or out.

3.

An administrative interface allows sites to customize the branding and appearance of their privacy preference manager and choose the advertising partners they want listed.

4.

Site partners receive evidence of compliance reporting that details the interaction users have with the Advertising Option Icon and their opt-out activity.