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.