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.


Majority of Smartphone Users Concerned About Tracking, But Increasing Opt-Out Awareness Could Boost Trust

Smartphone users don’t like the idea of being served targeted ads on their smartphones – at least, for now. New survey results from Ipsos on behalf of TRUSTe show that 68% of US smartphone users are concerned about the possibility of having their activity tracked to serve them targeted ads.

Study after study has shown that smart device users, as well as the majority of people connected to the Internet in some way, don’t like being tracked without their knowledge or consent, and have concerns about privacy. But this could change in the near future.

This survey also showed that an increasing number of people are aware of the AdChoices icon, which is part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising (OBA). Now, 37% of people are aware of this icon – a notable increase from 21% in the previous year. It’s very possible that as more consumers become aware of the AdChoices icon and realize that ads with this symbol let them opt-out of tracking, that consumer trust in ads will increase. This also underscores the importance for advertisers to be transparent and allow user control and consent when it comes to sharing information.

The survey also showed that one in three (33%) said the information available on AdChoices, along with the OBA opt-out option, would make them feel more positive about the concept of targeted ads. TRUSTed Ads gives consumers more control over their online ad experience by allowing them to opt-out of targeted ads via the DAA AdChoices icon.

See the full press release here. And join TRUSTe, the DAA and the Better Business Bureau for our upcoming webinar on March 9th – 2015 Compliance for Desktop & Mobile Advertising.

Sizmek Earns EDAA Trust Seal

Congrats to Sizmek! Today it was announced that Sizmek, the open ad management company, has earned the European Interactive Digital Advertising Alliance (EDAA) Trust Seal. The seal indicates Sizmek’s compliance with the EU Self-Regulatory Programme for Online Behavioural Advertising (OBA).

The EDAA Trust Seal enables advertisers and agencies to identify the advertising partners that uphold the leading industry standard when delivering advertisements based on consumers’ inferred interests.

EDAA’s seal was launched on July 15, 2013. That same day TRUSTe was announced as a certification provider of that seal. TRUSTe was the first organization approved by the EDAA to serve both the OBA icon and issue the EDAA Trust Seal. Today, that seal is offered under TRUSTed Ads – EDAA Compliance Programs.

The main purpose of the EDAA is to license the use of the OBA icon to companies involved in online behavioral advertising across Europe. TRUSTe’s role as an EDAA-approved certification provider is to independently assess company compliance with the European Principles on OBA and issue the EDAA Trust Seal to companies that can demonstrate they meet the standards required.

The European Principles on OBA are actively enforced by national self-regulatory organizations (SROs) across Europe based on the consumer complaints they receive.

According to research commissioned in 2014 by TRUSTe and the EDAA, 26% of British consumers have seen the OBA icon – twice as many compared to 2012.

You can read more about Sizmek’s EDAA Trust Seal here.

VIDEO: Drawbridge’s COO Eric Rosenblum Discusses the Importance of Privacy

Drawbridge is a cross-device advertising platform that helps advertisers find and identify users across devices. By matching people to more than 1 billion devices, they are able to offer marketers superior results through audience targeting with 3rd party data, retargeting across devices, and smarter “run-of-data” campaigns. 

Watch as Eric Rosenblum, COO of Drawbridge, discusses the importance of privacy and why TRUSTe’s framework, innovation in technology, and the TRUSTed Ads product appealed to them.

CBBB Data Collection Compliance Effort — What You Need To Know

Recently, the Council of Better Business Bureaus (CBBB) announced that they are stepping up their enforcement efforts to ensure businesses adhere to the Digital Advertising Association (DAA) Self-Regulatory Principles (see examples). The CBBB is reviewing websites that allow 3rd parties to collect data for OBA purposes for compliance with the enhanced notice requirements. Companies who may be in violation of the Principles have been notified by the CBBB. Industry associations, like the International Association of Privacy Professionals (IAPP), are taking note of the CBBB’s announcement.

The CBBB along with the Direct Marketing Association (DMA), administers the Online Interest-Based Advertising (OBA) Accountability Program (Accountability Program) on behalf of the DAA.  In order to comply with the self-regulatory program, an “enhanced” notice — in the form of a separate link — must be on every page where ad networks or other third parties collect information for OBA purposes.  More specifically,

  • That link must be clear, conspicuous, separate from the privacy policy and labeled as “Why did I get this ad,” “AdChoices” or “Interest-Based Ads”. This link must lead to a mechanism where consumers can opt-out of OBA.  Example:
  • The “enhanced notice” link takes consumers to information explaining the OBA collection practices and provides access to a consumer choice opt-out option.

Internet-based ads or Ad Choices – how does it work from TRUSTe.

If your company collects information for OBA purposes, review your organization’s data practices to determine if compliance with the DAA Self Regulatory requirements is necessary.  TRUSTe can offer your company a privacy risk assessment and support with our privacy technology including TRUSTed Ads, our comprehensive OBA compliance control solution, and TRUSTed Website Monitoring, our advanced website tracker detection and management tool.