TRUSTe & EDAA Consumer Research Shortlisted for Two IAB Europe Research Awards


TRUSTe & EDAA Research mapping consumer attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) is shortlisted for two IAB Europe Research Awards.

TRUSTe and EDAA are delighted to have been shortlisted for two prestigious award categories “Best use of research budget” and “Consumer attitudes and behaviour” in the 2017 IAB Europe Research Awards. This reflects that the joint industry effort in the Self-Regulatory Programme is making a real contribution to the development of the digital advertising industry and supports the strong value that the Programme provides to consumers, business and regulators alike.

‘The research shows that the OBA Programme contributes to stimulating positive consumer attitudes. The research provides solid proof of the importance and the success of this important industry initiative, in providing greater transparency and control over online behavioural advertising’ says Sachiko Scheuing, European Privacy Officer, Acxiom Deutschland GmbH, a participating company in the OBA Programme. The European Advertising Consumer Research Index 2016 was carried out across 15 European countries and was conducted by Ipsos MORI, on behalf of the EDAA and TRUSTe from 04 – 20 November 2016 with more than 15,000 participants.

The IAB Research Awards are now in their seventh year and represent industry recognition for innovative research projects and the contribution they have made to the development of the digital advertising industry. Winners will be announced during the gala dinner of Interact on 23rd May in Amsterdam.

The finalists were selected by a Jury consisting of Nick Hiddleston, Worldwide Research Director at ZenithOptimedia and Chairman of the Jury; Pierpaolo Guidi, Media Relations Agency Manager at Subito (Schibsted Media Group); Agnieszka Hoffmann, Client Manager, Millward Brown; Chechu Lasheras, Managing Director for Digital Business Development, PRISA; Tony Evans, Director of Marketing Science EMEA, Facebook; and Pawel Kolenda, Research Director at IAB Poland and Vice-Chair of the IAB Europe Research Committee.

This is the second consecutive year that TRUSTe / EDAA research has been recognized for this award.

Access the full research report: European Advertising Consumer Research Report 2016.

TRUSTe-EDAA Ads Research Shortlisted for IAB Europe Research Award

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The European Advertising Consumer Research Index 2015 provides a comprehensive picture of attitudes and awareness of the European Self-Regulatory Programme for Online Behavioural Advertising (OBA) across 13 European countries surveyed. The study was conducted by Ipsos MORI, on behalf of TRUSTe and the EDAA from 21 October – 13 November 2015 with over 13,000 online adults.

We’re delighted that this joint TRUSTe-EDAA research has been shortlisted for the best use of Research Budget. The IAB Europe Research Awards are now in their sixth year and represent industry recognition for innovative research projects and the contribution they have made to the development of the digital advertising industry.

Winners of the eight categories will be announced at the gala dinner during IAB Europe’s Interact conference tomorrow (12th May) in Lisbon, Portugal. The winning projects will form part of IAB Europe’s expanding libraries of best practice for industry professionals to use in their strategies and daily work.

The finalists were selected from over 130 entries by a Jury consisting of Nick Hiddleston, Research Director Worldwide at ZenithOptimedia and Chairman of the Jury, Paul Hardcastle, Research Director, EMEA at Yahoo!, Ariane Längsfeld, Client Manager – Media & Digital at Millward Brown, Pawel Kolenda, Research Director at IAB Poland and Tuncay Yavuz, IAB Turkey Board Member, Head of Technical Committee on Measurement and Digital Director at OMD Turkey.


Awareness of DAA AdChoices Icon Rises to 42%

DAA AdChoices IconNew research findings published today, show consumer concern over online tracking for targeted ads has fallen from 65% to 61% over the last year and awareness of the DAA AdChoices icon, has risen to 42% – five points higher than last year (37%). These latest stats show the sustained growth and success of the DAA program but also what’s at stake for the digital publishing industry as 28% report they had used adblocking software in the month prior to the survey.

As consumers become more aware of how they can control the types of ads they see, they are more likely to feel positive about online behavioral advertising in general. Almost 2 in 5 (39%) said the information available through the AdChoices Icon, along with the option of opting out of OBA, would make them feel more positive about the concept of targeted ads. These findings are based on data from an online survey conducted by Ipsos, commissioned by TRUSTe, with 1,000 adults aged 18-75 in the US from December 17-22, 2015. Tracking data is available for the previous four years.

According to the survey, the business impact of consumers’ privacy concerns remains high with 89 percent avoiding doing business with companies they don’t believe protect their privacy and 74 percent of those who worry about their privacy online limiting their online activity in the last 12 months due to their concerns. Of those who worried about their privacy online, 51% did not click on an online ad in the last 12 months – the most common action taken due to privacy concerns.

The DAA program covers online, mobile and video ads and was developed in conjunction with the advertising industry to provide users with more control over their online ad experience and the option to opt-out of personal targeting without blocking ads altogether. Later this week, TRUSTe CEO Chris Babel will be speaking on a Publishers’ Roundtable titled “The Increasingly ‘Relevant’ Ad-Financed Business Model” at the Digital Advertising Alliance 2016 Summit from May 12-13.

Find out more about TRUSTe’s Ad Compliance Manager technology solution here.

Implementing the new DAA Video OBA Guidelines

Helen Huang, Senior Product Manager, TRUSTe


The DAA released Video OBA guidelines in November 2015, which apply to in-stream video ads (pre-roll, mid-roll, post-roll), in-page and in-banner ads. Unlike desktop, the video ad serving industry standards are fragmented leading to more business and technical considerations for companies.

In light of the new video guidelines, although there are significant overlaps with previous desktop and mobile guidelines, here are some key highlights below:

  • Implement the icon where it would least conflict with the video experience, taking into consideration: corner of icon, video coloring, and other embedded calls of action.
  • The icon should not “float” within a video ad.
  • The icon should persist throughout the video ad; But if the user suspends the video ad to engage with an interactive element, the icon doesn’t need to be in the element. However, the icon should remain or re-appear when the user returns to engage with the video ad.
  • If clicking on the icon opens an interstitial, the interstitial should cover less than 50% of the video.
  • While the (optional) interstitial is expanded, the company has the option to continue to play or pause the video ad.
  • Finally, companies may work with publishers to place the icon adjacent to the video and if there are technical implementations with an icon overlay.

Depending on where the company is in the chain of video ad serving and the creative format it has to work with, the company has a range of implementation options including a raw impressions/click pixels, flash component, js component, swf files in AS2 or AS3, or VAST 3.0.

Since many companies are still on VAST 2.0, it’s important to note that the DAA guidelines also recognize this as a difficulty for the industry.

“Given the diversity of video players and formats across the desktop and mobile environments, the DAA recognizes that in some cases serving a clickable Ad Marker is not possible in connection with video ads. However, when serving the Ad Marker is not possible for participating companies, the examples presented in these Guidelines are intended to help such companies deliver a consistent consumer experience.”

1 For example, video ads in VAST 2.0 format do not natively support the inclusion of a clickable Ad Marker.

TRUSTe has seen many businesses approach the implementation differently. Buy-side companies tend to require the icon within their contracts with the video partners they work with. This is aligned with companies pushing others to include the notice where it makes most technical sense while the industry evolves to a standard where the implementation is scalable. Networks that have native ad servers tend to pick one of the technical implementations above and apply them across all their inventory and campaigns.

Even though the industry is working through these technical challenges, video advertising is increasing in popularity within the ecosystem across desktop, mobile and smart tv. The video DAA guidelines remind us that consumer choice needs to be offered in video because notice and choice is important to protecting a user’s privacy regardless of format and platform.

TRUSTe has supported a video OBA solution since 2012 and is able to support all technically possible ways of integrating the icon into a video ad. If you are serving behaviorally targeted video advertising and need assistance in implementing the OBA icon in your video ads, please talk to a TRUSTe representative or contact me for any questions on

To find out more about the new video guidelines and the latest DAA developments register for our webinar “2016 DAA U.S. Update: What Recent Innovations Mean” on Thursday January 21 from 10-11am PT. You can register here.



DAAC New Guidance on Enhanced Notice

online privacy

The Digital Advertising Alliance of Canada (DAAC) recently published new guidelines on enhanced notice. To explain these changes, the DAAC held a series of webinars on guidelines, implementation and enforcement.

In the announcements, the DAAC listed the expectations of the Office of the Privacy Commissioner (OPC):

“• Individuals must be made aware in a manner that is clear, understandable and obvious; not buried in a privacy policy

  • Organizations should be transparent; communicate to users
  • Individuals should be informed of these purposes at or before collection; provided with info about all parties involved
  • Individuals are easily able to opt-out
  • The opt out is immediate and persistent
  • The information is limited to non-sensitive information
  • Information is destroyed as soon as possible or effectively de-identified”

The OPC constantly monitors the market and recently conducted a study to see how the industry was adopting the guidelines. The findings were positive — 96% of OBA ads targeted had notice on them.