New Cross-Industry Tools for the Ad Industry

Martech Outlook | Wednesday, January 15, 2020

New cross-industry tools are creating and recognizable mechanism for consumers to express their opt-out rights for the sale of data collected in the digital ecosystem, participating in the DAA tool.

FREMONT, CA: The Digital Advertising Alliance (DAA) has introduced cross-industry tools for publishers, brands, and agencies, in the digital advertising supply chain. These tools will provide consumers with a clear and recognizable mechanism to opt-out under the California Consumer Privacy Act (CCPA). The DAA guidance helps web and app publishers display a CCPA-mandated text link and an innovative icon to California users on their digital properties. The users are directed to the publishers' information by clicking on the link directly, with access to the CCPA Opt-Out Tool, if external parties collect and sell data from the property.    

The CCPA Opt-Out Tools gives consumers broader privacy control than required under the CCPA by enabling them to opt-out of the sale of personal information across all of the DAA participating organizations integrated into the new tools, from one website or app. The cross-industry tools enable consumers to opt-out from the sale of their personal information along with its use for interest-based advertising by businesses.       

The DAA guidance and tools comprise elements like text link and new green icon for publishers for displaying on their web and app-based digital properties, recommending that the text link read "CA Do Not Sell My Info" or other CCPA-compliant languages. The text link and icon takes users to a publisher-hosted notice that provides user information and control. The CCPA Opt-Out Tool enables users to opt-out of the sale of their personal information by all of the participating organizations in the new DAA tools. 

As the digital advertising ecosystem is incredibly complicated and interconnected, the CCPA Opt-Out Tools ensures that the tools work for both individual organizations and across the supply chain. DAA is outlining the roadmap for its approach for companies to begin taking the internal steps required to adapt their systems for rapid implementation with well recognized and deployed technologies. The CCPA Opt-Out Tools are available via desktop browsers, mobile web browsers, and a mobile app in English and Spanish. The company has also planned to educate its participating companies and the industry at large about how to implement its CCPA compliance tools.      

An independent non-profit organization, the Digital Advertising Alliance is establishing and enforcing responsible privacy practices for relevant digital advertising solutions while running the mobile AppChoices program and YourAdChoices. The DAA also runs the PoliticalAds program, designed to increase transparency and accountability around digital express advocacy ads. The Association of National Advertisers (ANA) and BBB National Programs individually enforce compliance with the DAA principles for all businesses in digital advertising.     

Check out: Top Digital Marketing Solution Companies

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