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ARTICLE · 08 JANUARY 2018

Behavioral Advertising Developments: A Compliance Warning And An Enforcement Action

Davis+Gilbert LLP
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Two significant interest-based advertising (IBA) developments have recently come out of the Online Interest-Based Advertising Accountability Program (Accountability Program) ...

United StatesMedia, Telecoms, IT, Entertainment
Richard Eisert
Richard Eisert
Gary Kibel
Gary Kibel
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Two significant interest-based advertising (IBA) developments have recently come out of the Online Interest-Based Advertising Accountability Program (Accountability Program), which enforces the principles set forth by the Digital Advertising Alliance (DAA). The first was a compliance warning from the Accountability Program to advertisers serving interest-based video ads online and on mobile devices – currently, a $13.2 billion market. The second was the Accountability Program's inaugural decision requiring IBA in the cross-device world to be transparent to consumers and give them the opportunity to control this advertising.

The Warning

The Accountability Program announced in a self-described "compliance warning" that, on April 1, 2018, it will begin enforcing the enhanced notice requirements of the DAA Self-Regulatory Principles for Online Behavioral Advertising (DAA Principles) in interest-based video ads in the mobile and desktop environments. Accordingly, video

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