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100 companies sign up for OBA programme

Categories: Advertising, Internet
100 companies sign up for OBA programme

100 companies sign up for OBA programme

One hundred companies, including Procter & Gamble, AT&T, BMW and Dell, have so far signed up to take part in a programme that gives consumes more control around how their online behaviour information is collected and used for advertising purposes.

Developed by the Digital Advertising Alliance (DAA), the Self-Regulatory Program for Online Behavioral Advertising is a preference management system that gives consumers greater control over the collection and use of data relative to online behavioural advertising (OBA) delivered in either web-based or mobile consumer environments. 

Included among the first 100 who will display the ‘Advertising Option Icon’ are Bank of America, Chrysler, Dell, Delta Airlines, ESPN (Disney), Harley Davidson, Verizon, Washington Post Digital and Whirlpool.

In addition, nine of the 10 largest ad networks are fully engaged in the programme, including 24/7 Real Media, AdBrite, AOL, Collective Network, Google, Microsoft, Turn Media, ValueClick and Yahoo!. 

According to the DAA, 90 more companies have registered for the programme and are preparing to deploy the Advertising Option Icon over the next two months. The full list can be viewed on the Self-Regulatory Program for Online Behavioral Advertising website. The list will be updated regularly.

"We are seeing tremendous interest from advertisers, ad agencies and ad networks," said Peter Kosmala, DAA managing director.  "Adoption of the DAA's Self-Regulatory Program for Online Behavioral Advertising is currently growing at an average rate of 55pc, month over month.  For a modest investment, companies of every size engaging in OBA will gain immeasurable value in terms of building greater trust among their consumer audiences.  Savvy marketers know that transparency in OBA is not only good business, it is good for business."

According to the DAA, more than two trillion online ads have displayed the Advertising Option Icon (also known as the ‘ad choices’ icon).  The icon is an interactive symbol found within or near online advertisements, or on web pages, where consumer data is collected and used to deliver online advertising based on inferences derived from that data.  By clicking on the icon, consumers are able to link to a clear disclosure statement regarding the participating company's online behavioural advertising data collection and use practices, as well as a universal, easy-to-use, opt-out mechanism.

The DAA Self-Regulatory Program for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA), a consortium of America’s largest media and marketing associations, including the Direct Marketing Association (DMA), the American Association of Advertising Agencies (4As), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). 

Based on seven "Self-Regulatory Principles for Online Behavioral Advertising" proposed by the Federal Trade Commission, the DAA Self-Regulatory Program is designed to give consumers enhanced control over the collection and use of data regarding their internet viewing for OBA purposes. 

Categories: Advertising, Internet