DMA: Data and Marketing Association
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Digital Data: Cross-Device Compliance is Coming – Learn How to Comply with DMA & DAA Self-Regulatory Requirements


Get Compliance-Ready! Learn about the latest developments regarding digital data transformation and what you need to know to be in compliance with industry guidance regarding cross-device data collection and use for advertising and marketing. As more and more companies use cross-device data (data shared across devices) to reach and delight their customers with relevant and timely ads, there are key compliance issues to be aware of and to implement. Learn about compliance with Digital Advertising Alliance Cross-Device Guidance and DMA’s corresponding accountability program as we get ready to enforce cross-device data notice and choice requirements, come February 1, 2017!

What you'll learn:
  • What is the current regulatory regime and policy climate for digital data and devices?
  • What is the Digital Advertising Alliance, the benefits of DAA Principles adherence, and how does the DMA play a role in enforcing digital marketing standards and guidance?
  • For cross-device data, what are the key consumer and regulatory concerns raised about this important new digital tech marketing practice? What role does self-regulation bring?
  • How should you ensure you are honoring consumers’ privacy and preferences for digital data, and specifically for cross-device marketing purposes? What are the rules of the road for companies?
  • Learn about your peers’ issues and concerns with cross-device compliance. Send us your questions in advance so that we may share with peers and provide answers to the participants for commonly requested information.



Senny Boone

General Counsel (Accountability)

As DMA’s internal General Counsel, Ms. Boone leads the organization’s efforts in corporate compliance, social responsibility and best practices for the direct marketing community with over 25 years of communications law experience spanning the range of marketing and fundraising policy leadership. She oversees Board-level Committees on DMA’s Ethical Guidelines, the policing of members’ compliance with the guidelines, and helps to shape best practices with marketing practitioners. She is leading educational efforts on topics of interest in corporate & social responsibility, and works with both consumers and DMA members on marketing and fundraising compliance to enhance consumer trust. She oversees DMA’s consumer site, DMAchoice.org to assist consumers with their marketing complaints and communicates with consumer groups regarding marketing and privacy concerns. Additionally, since 2002, Boone leads the DMA’s Nonprofit Federation (DMANF) of nearly 400 nonprofit organizations and fundraisers before Congress, state and federal regulatory bodies. She has built the organization in terms of new products and services for members and increased the market space for nonprofit organizations and their suppliers. Since 2012, she helps to oversee the DMA’s Email Experience Council, an organization of email marketing practitioners and experts using the same successful model.

Senny Boone has a Juris Doctor from Catholic University in Washington, D.C. and a B.A. in Journalism from Temple University in Philadelphia, Pennsylvania. She is an adjunct professor on marketing ethics at Georgetown University’s School of Continuing Studies. She is a member of the District of Columbia Bar.

Mrs. Boone was honored as a “Top Woman in Fundraising” by Fundraising Success Magazine in 2006. She resides in Southern Maryland with her husband and daughter.


Lou Mastria

CIPP, CISSP, Executive Director
Digital Advertising Alliance

Lou Mastria, CIPP, CISSP, is currently Executive Director of the Digital Advertising Alliance, where he leads U.S. and global efforts for self-regulation, consumer transparency and choice in the delivery of interest-based advertising online. The DAA (www.aboutads.info) Self-Regulatory Program for Online Behavioral Advertising (www.youradchoices.com) was launched in 2010 by a consortium of the nation's largest media and marketing associations. Mastria joined DAA in 2012, and has represented DAA in testimony before Congress and in other industry and policymaking events.

Mastria also has served as Chief Privacy Officer at both regulated and self-regulated organizations, serving at the Direct Marketing Association, Canoe Ventures, LLC (a joint venture of the nation’s six largest cable companies), and DataLogix Corp., a leading provider of database services.

Mastria is a Certified Information Privacy Professional (CIPP/US) through the International Association of Privacy Professionals and a Certified Information Systems Security Professional (CISSP) through the International Information Systems Security Certification Consortium, Inc., (ISC)²®.


Lisa Shosteck

Managing Director (Accountability)

Lisa has over 15 years of experience in direct marketing and compliance issues. She has served in the DMA’s Accountability Department enforcing and educating companies on ethical and good marketing practices under the DMA Guidelines for Ethical Business Practices, including interest-based advertising principles through casework, guidance documents and compliance reports to ensure industry follows constantly changing best practices and protocols. Duties also include mediating consumer complaints regarding marketing campaigns in all media: online/digital, mail and telemarketing.

In addition, she administers the DMA Privacy Shield/Safe Harbor Programs and serves as the Managing Director, for DMA’s email marketing arm -- the Email Experience Council. EEC’s mission is to promote the effective and ethical use of email marketing through thought leadership, education, networking and advocacy.


Michael A. Signorelli

Counsel, Digital Advertising Alliance, and Partner, Venable LLP

Michael Signorelli is a partner in Venable’s Government and Regulatory Affairs Practice Group, where he advises and represents clients – among them DAA -- on privacy and Internet-related issues. Signorelli counsels clients on advertising, marketing, and data security related matters and represents clients in federal marketing-related legislation and rulemaking proceedings and other matters before the Federal Trade Commission, Federal Communications Commission, and the U.S. Department of Commerce. Signorelli advises clients with regulatory compliance matters and on developments regarding the Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM), Telemarketing Sales Rule (TSR), Telephone Consumer Protection Act (TCPA), and compliance with the European Union's Data Protection Directive (the E.U. Directive). Signorelli has also been involved in matters related to Internet governance, crisis management, and the development of self-regulatory programs.

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