Five Takeaways From The DAA's Recent Cases Involving Interest-Based Ads

As we have previously chronicled here and here, the Digital Advertising Alliance (DAA) continues its sweep of interest-based advertising (IBA) through its enforcement vehicle, the Better Business Bureau's Online Interest-Based Advertising Accountability Program (OIBAAP). Two recent OIBAAP decisions involving web publisher Hollywood Reporter and programmatic advertising agency Varick Media Management provide further guidance on the online advertising industry's focus on transparency and consumer control of IBA. Publishers that serve IBA ads on their site or allow IBA cookies to be associated with their users, including for the publisher's own serving of ads to users when they leave the site (i.e., retargeting), should confirm they are in compliance with the DAA's Self-Regulatory Principles for Online Behavioral Advertising (the "OBA Principles"), particularly the obligation to give notice on every webpage where IBA activities occur. That includes making sure that