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Digital Advertising Alliance (DAA) Appoints Lou Mastria as Managing Director

Post Date: August 21, 2012
By: dma

August 21, 2012 — The Digital Advertising Alliance (DAA), a consortium of the nation’s largest media and marketing associations, announced today that it has a new Managing Director. Lou Mastria, CIPP, CISSP, served most recently as the Chief Privacy Officer for Canoe Ventures. He succeeds Peter Kosmala, who departed DAA to become senior vice president, government relations, for The 4A’s, which is a DAA member association.

“Lou brings more than a decade of privacy experience in interactive media as well as experience in executive and association management to the DAA,” said Stuart Ingis, counsel to the DAA. “As the DAA continues its mission to develop and implement responsible data use principles through its AdChoice icon program, we believe Lou’s hands on privacy experience and insights will help continue the positive forward momentum of this unique and lauded self-regulatory program.”

Prior to his tenure at Canoe, he was chief privacy officer for Datalogix and vice president, public affairs for the Direct Marketing Association. He started his career as a print journalist for the Hudson Reporter.

“This continues to be a transformative time in media and content, and the need to enable trusted ways for consumers and brands to connect on the Internet is more important than ever,” said Mastria. “The DAA program strikes an appropriate balance between the privacy consumers want and the free or low cost services upon which we’ve all come to rely. It’s simple, when consumers see the AdChoices icon they know that any information associated with it is being used in a responsible and transparent manner, which the consumer can control in real time. This responsible use of data, in turn, subsidizes myriad services such as weather, email, social networks, and news. I look forward to advancing the positive momentum of the DAA, the AdChoices icon and the YourAdChoices consumer education campaign.”

The DAA’s Self-Regulatory Program has achieved widespread adoption. The Icon is now being served via more than one trillion ad impressions per month.

Building on that momentum, last January, the DAA launched the “Your AdChoices” public education advertising campaign designed to inform consumers about interest-based advertising and how they could take greater control of their interest-based advertising through the “AdChoices” Icon. The education campaign includes banner advertising that directs consumers to the Icon and links to a new, informational website, Through donation of more than 3 billion impressions by DAA member companies, the campaign has generated more than 1M monthly visitors to the site since its launch.

Advertising Age published a Q & A with Mr. Mastria on August 17.

About The DAA Self-Regulatory Program for Online Behavioral Advertising

The DAA Self-Regulatory Program for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA), a consortium of the nation’s largest media and marketing associations including the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for web viewing data.

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