iab code of conduct webinar

Compliance with IAB's New Member Code of Conduct

July 27, 2011

Alison Pepper, Senior Director of Public Policy, IABMichael Signorelli, Venable LLP

IAB Code of Conduct

• Incorporates the Self-Regulatory Principles for Online Behavioral Advertising

• Approved by the IAB Board of Directors on February 27th, 2011 at the Annual Leadership Meeting in Palm Springs, CA

• Requires all IAB Members to be in compliance with the Code by August 29th, 2011

• Code can be found at www.iab.net/public_policy

• Consumers may be:– unaware of data collection from web viewing

activities for behavioral advertising purpose;– unaware that third parties are collecting

information from the web sites that they visit; and

– concerned with the lack of an ability to choose not to have information tracked about their online behavior used for advertising purposes

• Lack of Coverage• Void of meaningful

accountability.

Privacy Concerns with Online Behavioral Advertising

• Education• Transparency• Consumer Control• Data Security• Material Changes to

Existing OBA Policies and Practices

• Sensitive Data• Accountability

Self-Regulatory Principles

Advertising Option Icon

The “Advertising Option Icon” and accompanying language appears in or near online advertisements or on Web pages where data is collected and used for behavioral advertising.

The Icon indicates adherence to the Principles.

By clicking on the Icon, consumers can link to:– a clear disclosure statement– an easy-to-use opt-out mechanism

• Provide a link distinct from the link to your privacy policy

• Link should go directly to the relevant section of the statement where the disclosure is located.

• Link to a disclosure that either • links directly to www.aboutads.info or • lists the Third Parties engaging in OBA activities at your site, including links to their own disclosures

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Publisher Notice

Publisher Notice

In Ad Notice

Launched Industry Website

• Register to use Advertising Option Icon

• Register to Participate in choice mechanism

• Review consumer & business educational materials

Launched Consumer Control Mechanism

• The Consumer Opt-Out Page www.AboutAds.info gives consumers the ability to conveniently opt-out of some or all participating companies’ online behavioral ads, if they choose

• Organizations can now register to participate and be listed on the Consumer Opt-Out Page

Education

• Educational webinars to assist businesses with implementing the Principles

• Developed implementation guides available at www.aboutads.info.

• Developing consumer and business education campaign

Accountability Programs

• CBBB and DMA have complementary Accountability Programs to:– Monitor the marketplace externally for data

that suggests non-compliance with key notice and choice requirements

– Follow-up directly with non-complying entities

– Report non-compliance and refer uncorrected non-compliance to government

Approved Providers

• The Self-Regulatory Program recognizes companies providing services, technologies, and solutions to assist participating companies in compliance with the Principles.

• These services are used to deliver the Advertising Option Icon, notice, and a link to a consumer choice mechanism.

• Companies are not required to use the services of an approved provider, but may elect to do so as means to comply with Principles.

• DoubleVerify, Evidon, and TRUSTe have been recognized as an Approved Provider.

Next Steps

• Consumer & business education• Promote industry participation in the program• Ongoing development of the Principles

(application in mobile platforms, international integration, and the treatment of sensitive data)

• Compliance & enforcement

IAB Updates

• Professional Development Classes– Essentials of the Digital Marketing Ecosystem

• August 4th, NYC • Enter code IABCOM for special $99 rate

– Professional Presentations: Turn Information into a Story That Sells• August 9th, NYC • Enter code IABCOM for special $99 rate

• Conferences– MIXX Conference, Expo, & Awards

• October 3-4, NYC– Ad Operations Summit

• November 7, NYC • Networking

– IAB.networking with the NY AD CLUB Sponsored By Discovery• August 2, NYC – Registration Closing Today

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Questions

• Alison Pepper

alison@iab.net

• Michael Signorelli

msignorelli@venable.com