INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE
• AAAA, ANA, CBBB, DMA, IAB Convene Task-Force (April 2008)
• Coalition begins drafting industry principles with 8 trade associations and 25 companies (October 2008)
• FTC releases revised principles (February 2009)
• Coalition releases Self-Regulatory Principles for Online Behavioral Advertising (July 2009)
– 7 principles focused on education, transparency, consumer control, data security, material change to privacy policy, sensitive data, and accountability
• Industry Consensus and Adoption– Unanimous Support at the Board level– Collectively the AAAA, ANA, DMA, and IAB represent over 5,000 companies– Adherence to the OBA Principles a requirement for membership
Better Advertising Consumer Experience
Step 1:Better Advertising delivers “I” icon automatically on behavioral ads. User has option to click for more info
Better Advertising Consumer Experience
Step 2:Clicking icon expands overlay with complete notice, including educational links, more information about the vendors behind the ad and opt-out options
Better Advertising Consumer Experience
Confidential | Draft for Discussion Purposes Only7
Step 3:Users who click on the overlay are taken to a new page where they can learn about the vendors behind ad, with rich detail on practices, and opt-in/out
Accountability
• Council of Better Business Bureaus– OBA Principles partner– Received 6 proposal from potential technical partners in January 2010– Funding secured for development and plan to be operational by 3Q 2010– Ability to monitor the entire ecosystem
• Direct Marketing Association– OBA Principles partner– Incorporated Principles into existing Member Code of Conduct on October 19,
2009– Enforcement against members set to begin July 1, 2010
• TRUSTe– Standards closely align to OBA Principles– OBA pilot program announced on January 26, 2010– Publisher focused solution with AT&T and Comcast as cornerstone clients
