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DAA Announces Enforcement of Cross-Device Guidance

Digital Advertising Alliance Announces Enforcement of Cross-Device Guidance to Begin February 1, 2017

The Digital Advertising Alliance (DAA) announced that enforcement of its guidance on the Application of the DAA Principles of Transparency and Control to Data Used Across Devices (DAA cross-device guidance) will begin on February 1, 2017. The DAA cross-device guidance will be independently enforced by the Council of Better Business Bureaus (CBBB) and the DMA, which provide ongoing independent oversight of the DAA Principles.

“The DAA Principles have kept pace with technological advances and changes in advertising business models, and the DAA cross-device guidance helps companies consistently apply the DAA hallmarks of enhanced consumer transparency and control across our rapidly expanding multi-device, multi-browser world,” said DAA Executive Director Lou Mastria. “This enforcement date sets a common marker for the industry to achieve compliance with the DAA cross-device guidance, so consumers have access to more uniform notice around cross-device practices and know their choices on each browser or device are honored.”

The DAA cross-device guidance explains how the DAA Principles apply to browser- and app-based choices made by a consumer to data collected on that browser or device for use elsewhere. It also confirms that consumer choice applies to data collected elsewhere for use on that browser or device. The guidance helps apply a consistent self-regulatory framework to the collection and use of such data across the multiple computers and mobile devices used by consumers.

Read the full DAA press release