Starting on February 1st, enforcement will begin on the Digital Advertising Alliance’s (DAA) Cross-Device Guidance, which applies a consistent framework to the collection and use of consumer data across the multiple computers and mobile devices consumers use everyday. DAA released the guidance in November 2015 after a thorough process of industry discussion and review with brands, advertisers, publishers, agencies, ad tech companies and ad networks.

The DAA Principles provide consumers with enhanced notice and choice about marketing and advertising data collection and use through the AboutAds icon. The Principles apply to all companies engaged in interest-based advertising (IBA) and multi-site, cross-app data collection for covered activity.

“These guidelines reinforce the notice-and-choice frameworks that have led to a flourishing digital economy,” observes Senny Boone, DMA’s General Counsel and Head of DMA’s Compliance Program. “While marketers are exploring or implementing cross-device technology, we are eager to continue working with companies to assist them in establishing these frameworks within their organizations. This is yet another example of the marketing and advertising industry leading to establish and enforce notice and choice for consumers.”

Building on DMA’s over 60 years of industry self-regulatory leadership, DMA will enforce this cross-device guidance as it has for DAA’s Principles and DMA’s Guidelines for Ethical Business Practice. The Council of Better Business Bureaus will also conduct its own independent enforcement.

“The DAA Cross-Device Guidance provides clarity for both first and third parties on how to extend notice and choice in accordance with DAA Principles,” shared DAA Executive Director Lou Mastria. “It also helps keep the cross-device interest-based advertising environment in step with consumer expectations. Over and over again, in our surveying, consumers say they value the transparency and control made possible in our program, so to extend notice and choice certainly serves to build brand engagement, no matter what the device she uses. With DMA and the Council of Better Business Bureaus Advertising Self-Regulatory Council all set to begin enforcement on February 1, every marketing organization relying on interest-based ads in cross-device environments should be ready to meet these ethics — and user — expectations.”

In addition to advocating for transparency and consumer choice on cross-device marketing, DMA recently released tools to help marketers better utilize cross-device technology through its Cross-Device Identification Initiative. In September, the group published its “Cross-Device Identity Solutions RFI Template,” which spells out in clear terms the questions marketers, agencies and publishers should be asking cross-device vendors, and the simple definitions that everyone in the identity-based marketing and media ecosystem needs to understand.

“DMA is reducing friction in the supply chain, and making it easier for cross-device technology buyers and sellers to collaborate and communicate,” says David Kohl, CEO of Morgan Digital Ventures and the Program Leader for DMA’s XDID Structured Innovation Program. “DMA’s RFI template is all about openness and disclosure between buyers and sellers — users are elevating the conversation about consumer privacy and choice in interest-based advertising. This is a win for everyone involved, including the consumers.”

Last month, DMA hosted a webinar with DAA’s Executive Director Lou Mastria to discuss the upcoming enforcement deadline. To hear more about the Cross-Device Guidance, view the December 1st webinar embedded below:

Additional DMA Resources