OBA Compliance Demystified: Easy Solutions for Compliant Campaigns
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It’s on everyone’s mind: OBA compliance. The self-regulatory program launched by the Digital Advertising Alliance (DAA) is designed to restore trust in online advertising in light of concern over increased behavioral targeting, but what does it mean for you, your agency and your next campaign? What are your specific compliance responsibilities? What do you need to do and when? This webinar featuring PointRoll and TRUSTe, a DAA-approved compliance partner and leading online privacy authority, to review the ins and outs of OBA compliance.
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OBA Compliance Demystified: Easy Solutions for Compliant Campaigns
- 1. OBA Compliance Demystified Simple Solutions for Compliant Campaigns Amy Wilson, Product Manager, Analytics & Insights, PointRoll Bob Bahramipour, VP Business Development, TRUSTe
- 2. A few notes before we get started! This is being recorded and you’ll get a link to the archive ASAP. Promise! Ask questions using the questions box on the right. We’ll get to ‘em at the end. Email info@pointroll.com (or your rep) if you have any questions about today’s webinar or want to discuss an upcoming campaign.
- 3. Customers are our #1 priority
- 4. We’re here to help you comply
- 5. What we’re going to cover today… 1) Am I doing OBA? 2) Who’s who in self-regulation? 3) Does thisapply to me? 4) What’s the point? 5) What are my options? 6) How do I become compliant? 7) PointRoll’s role 8) Partnership with TRUSTe 9) About TRUSTed Ads 10) Q&A @PointRoll@TRUSTe #pointrollprivacy
- 6. Am I doing behavioral advertising? What is the DAA? Does this compliance stuff apply to me? How do I get that icon? Am I going to OBA jail if I don’t do this? Isn’t the government going to regulate this stuff anyway?
- 7. Consumer concerns over privacy are increasing
- 9. What is OBA, anyway? OnlineBehavioral Advertising (noun) the collection of information gathered about a user’s visits (over time and across non-affiliated websites) in order to help predict their preferences and show them ads that are more likely to be of interest -Paraphrased from DAA definition See DAA FAQ for more information. http://tinyurl.com/oba-faq-pdf
- 10. What is behavioral advertising?
- 11. This space is evolving There are gray areas
- 12. Who is responsible? For consumers, the OBA buck stops with the brand Brand Data Providers Ad Network Agency Publisher DSP But the DAA holds all involved parties responsible…
- 13. So what are your options?
- 14. So what is OBA “compliance” and how do I get compliant? (…if I need to be)
- 15. How do you comply? The short answer: License the DAA icon and use it to provide consumers with accurate OBA notice and choice.
- 16. How do you comply? The Advertising Option Icon The longer answer… Provide notice of OBA activities in your company privacy policy Provide notice of your OBA activities through your ads Provide an opt-out choice mechanism through your ads Maintain data security on any OBA data collected/used Get consumer consent prior to making material changes to your OBA practices Don't collect sensitive information for OBA purposes (e.g. children under 13) (And for an even longer answer… go to http://tinyurl.com/oba-responsibilities)
- 17. How do you comply? Tools you’ll need… Icon & Notice Generation You need to ensure that privacy icons and notices do not conflict with creative and that privacy notices are accurate. Opt-out Management You need to verify that consumer opt-outs are honored and remain persistent. Compliance Reporting You need to be able to document compliance for DAA authorities, regulators and partners.
- 18. Where does PointRoll fit in? AdChoices icon where it needs to be.
- 19. TRUSTed Ads TRUSTed Ads is a scalable, cost-effective technology platform that allows companies to self-regulate their OBA practices in compliance with DAA standards. ✔ It’s DAA-approved It now serves billions of impressions It’s used by major advertisers, ad networks, and publishers ✔ ✔
- 20. TRUSTed Ads implementation example A simple TRUSTe ad tag inserts the DAA icon If clicked the icon launches privacy notice inside the ad Consumers who want to can then navigate to truste.com to opt-out
- 21. Where does PointRoll fit in, again? AdChoices icon where it needs to be.
- 22. OBA Database Compliance Reporting Operational Reporting Trafficking Console TRUSTed Ads is an end-to-end solution 2 Integration Points Consumer Experience Platform Tools
- 23. What next? Steps to running a compliant campaign
- 24. Next Steps with PointRoll & TRUSTe License the icon from the DAA a) see: http://www.aboutads.info/participants/icon/ Ask your PointRoll rep to set-up a meeting with TRUSTe to determine: campaign launch details ad icon integration interstitial notice design ad preference manager design Sync with your agencies Coordinate creatives that will require space for ad icon/notice Obtain a solid understanding of media and behavioral activities on
- 25. Next Steps with PointRoll & TRUSTe Sync with your agencies Creative: Delineate creatives that will require space for ad icon/notice Media: Obtain a solid understanding of media and behavioral activities for the placements on your media plan. 4. Sync with your PointRoll rep Review placements on the media plan requiring the AdChoices icon Verify that PointRoll has campaign ID for compliance implementation 5. Test and launch campaign Congrats, you’re now compliant!
- 26. Thanks for attending! Join us for our next webinar: Beyond Pre-Roll: The True Value of Video Telling Your Brand Story Through Engaging InStream Video Display Ads Register here: tinyurl.com/PointRollVidWebinar
- 27. Questions?! For more info email info@pointroll.com or visit http://link.pointroll.com/oba
- 28. Thank you! For more info email info@pointroll.com orvisit http://link.pointroll.com/oba
- 29. Appendix
- 30. The OBA self-regulatory movement has arrived
- 31. Who is the Digital Advertising Alliance (DAA) ? The Digital Advertising Alliance (DAA), composed of seven major ad industry organizations, has created a Self-Regulatory Program for Online Behavioral Advertising. enforcement arms
- 33. DAA-Approved: TRUSTed Ads has been evaluated and endorsed by the Digital Advertising Alliance
- 34. Deepest regulatory experience TRUSTe was the only OBA compliance provider recognized in the FTC’s 2010 Privacy Report and has over a decade of experience working with regulators on Capitol Hill
- 35. World-class technology TRUSTed Ads is built by Yahoo!, DoubleClick, and Verisign veterans and has scaled to billions of impressions
- 36. Browser-level protection TRUSTe works with all major browser providers to ensure that its clients are not blocked; selected by IE9 as partner for Tracking Protection Lists
- 37. A Proven company TRUSTe has more than 14 years operating experience and over 3,000 clients1. Quarterly TNS study
Notes de l'éditeur
- Amy – (Reworking this copy to make it tighter) PointRoll’s core values center on service to our customers. For our clients this means full service, industry knowledge and creation of the most engaging rich media ads online. For the “ultimate customer”, our end users, this means creating a positive user experience. We see our role in the OBA Self Regulatory initiative as fulfilling both of these goals.Recently we have been inundated with a myriad of questions surrounding OBA compliance. And while it may not seem like a “sexy” subject, it certainly is critical to our industry both now and in the future. In order to service our clients, PointRoll has proactively integrated with compliance providers and are ready to implement the AdChoices icon when you are. We will work with whomever you have selected as your chosen OBA compliance provider, to insure the icon and functionality are applied to the specified placements within your PointRoll Rich Media Campaign.PointRoll’s relationships with OBA providers will allow you to continue to use the robust targeting capabilities of PointRoll Rich Media campaigns, while easily remaining within the compliance guidelines. In short: you don’t have to sacrifice behavioral targeting to deliver compliant campaigns.
- AMY AND BOBAmy - Introduce Bob. In keeping with our commitment to provide our clients with the highest level of service and expertise, we have brought in our Preferred partner in OBA Compliance – TRUSTe. While we can work with any compliance provider you have chosen, we have co-developed a seamless and scalable solution with TRUSTe, making them our preferred provider. Today we have with us Bob /Baramapour/ from TRUSTe to speak with this group about OBA compliances and the TRUSTed Ads solution with PointRoll.Bob – do your TRUSTe shtick.
- Bob - What the landscape looks like, what you need to do to be compliant, and what PointRoll and TRUSTe have
- Amy - These are some of the questions we have heard surrounding compliance. We received these and others in advance of today’s webinar. Our goal is to try and address these today, but please feel free to ask even more questions using the questions box and we will address them at the end.
- Bob – So WHY are we doing this? Two major constituents. Consumers….
- Bob – and FTC…
- Bob – Collection vs. Use – both are covered. All the definitions.
- Bob - So what does this mean to this audience? Down to brass tacks.Bob – what it is. (we should also elaborate as a talking point that ONLY ON CLIENT REQUEST we can target or optimize ads based on consumer behavioral/demographic data obtained from 1st or 3rd party sources)Amy – what it isn’t
- Amy – Intro & give banner panel example. While the practices for compliance are laid out in the CLEAR standards, there are some gray areas. Specifically when it comes to rich media – the standards did not spell out compliance for notification in the panel…Bob – spirit of the law and continuously evolving. Need compliance partners that can scale with the changes.Bob - TrustE and PointRoll will help you keep on top of the changes while you’re continuing to move your brand forward.
- Bob - The brand is accountable, but everyone in the ecosystem is responsible and needs to be aware and facilitate compliance.
- Bob – Your show
- Amy – we covered the why and the what – now we will cover the how.
- Amy – read the slide
- Bob – Talk through this.
- Bob – not only do you need all of these elements for compliance, it just so happens that TRUSTe provides them!
- Amy – overview of scalable solution. Many of you or familiar with our Open Insights platform. We have used this platform and our universal to develop a scalable, flexible, easily implemented solution for OBA Compliance.
- Bob – more than just the icon in the creative.
- Replacing with hyperlinked PointRoll branded exampleBob - Talk about placement and accommodations. Bob will talk through the experience while we drive the browser experience.
- Amy - PointRoll’s role within the industry self regulation initiative (or OBA Compliance) is that of a facilitator and enabler. As a full service partner, we will do everything we can to answer questions and work with your compliance provider to ensure a seamless integration. But it is important for everyone to understand that it is more than just a creative implementation. You will need to begin working on your compliance solution well in advance of the campaign. Once it’s established – implementation in a PointRoll Rich Media unit is easy!
- Amy – now I have a campaign – what I do?
- Amy – license the icon. TRUSTe can help you with this, but each advertiser needs to obtain their own license for the icon. Bob – do you have anything to add there?After Bob adds color on the Licensing of the icon – Amy will
- Amy – Finish up. And while we have bob on the call…let’s take a few minutes to field some quesitons.