U S SelfRegulatory Principles for Online Behavioral Advertising

U. S. Self-Regulatory Principles for Online Behavioral Advertising – Status Update • First introduced in July of 2009, the program now has more than 400 companies active, including advertisers, publishers and ad networks. The program is managed by the Digital Advertising Alliance (DAA). • In September, the Your. Ad. Choices. com site surpassed its 11 millionth unique visit. • The Council of Better Business Bureaus (CBBB), the body responsible for enforcing the Principles, has investigated and resolved 12 consumer complaints to date. IAB Global Summit 2012: The Future of Public Policy

Self-Regulation Evolution EXPANSION OF COLLECTION AND USE CONSUMER EDUCATION CAMPAIGN Your Ad. Choices is a cross-industry educational campaign aimed at giving consumers more information about what interest-based advertising is, and why it matters. (The first round of consumer education was led by IAB via its “Privacy Matters” campaign). 1 NOVEMBER 2011: Self-Regulatory Principles for Multi-Site Data augment the Self Regulatory Principles for Online Behavioral Advertising (OBA) by covering the prospective collection of Web site data beyond that collected for OBA purposes. IAB Global Summit 2012: The Future of Public Policy

Self-Regulation in 2013 and Beyond EXPANSION INTO MOBILE: The DAA is currently working on expanding the Self-Regulatory Principles to apply to the growing mobile marketplace. 2 IAB Global Summit 2012: The Future of Public Policy