We did a poll of our agency contacts, asking them if they knew what the icon was (from a list of EU ePrivacy Certificate, IASH Accreditation symbol, DAA AdChoices icon, IAB GPP Watermark and EASA BPR Logo). Respondents were asked their role, and 90% of them were Ams, Media Planners or Associate Directors.
Huge adoption (or planned adoption) of the icon. Some plans for cookie audits and advising user consent mechanisms, although few planned to use one on their site (to their knowledge).
Interesting split between those who expect to do it themselves and those who expect the ad networks to do it. Also significant minority thinking the Creative should do the job.
Our implementation is pretty much as per the IAB’s technical specification. The default is the top right, but this can be altered. We haven’t yet been requested to alter the location or colour of the icon, nor even to suppress it. The icon appears by default on all display ads we show in US and Europe, including the Firefly in-banner video. While currently the marker text is always “AdChoices”, the link does switch to the different country landing pages based on IP address. We are planning to switch the marker text as well.
This is the landing page currently. We do not have a preferences manager, so there is no interstitial. I think this page could be a little more helpful for a consumer.
Since implementation of the icon across Italy, France, Spain, Netherlands, Germany, UK and US in February, very few issues have appeared. I’m happy to share the couple of cases of detailed technical snags for those of you who relish such things.
Depending on how the publisher has built their page, there may be a conflict.
Browsers often do things differently, so need to be fully tested out.
Companies could be grouped like privacychoice have suggested, i.e. Retargeter, data trader, media buyer, network, ad delivery.
That’s not a good sentence. And it’s stuck down at the bottom of the page.
Will Do Not Track present a viable browser-based solution? Will the new Data Protection Regulation & Directive tidy things up? Or make things worse? Will AdChoices support the metadata approach?
Inform – be aware of this! Make your people and clients aware Implement – get it done, or work with people who have got it done Interact – keep an eye on it to resolve any creative clash or other issues
AdChoices - Our Experience
ADCHOICES -OUR EXPERIENCE MAY 2012
ADCHOICES - OUR EXPERIENCE • Industry Awareness • What we implemented • Issues we’ve uncovered • Usage Rates • SuggestionsWWW.TRIBALFUSION.COM PAGE 2
WHAT IT IS • Self-regulatory • Same approach across Europe & US • Comes into full effect July 1st 2012 • Focused on advertising/targeting • A huge step forward! WHAT IT ISN’T • The Law – Disjointed across EU – Comes into effect 2011-2013 (25th May in UK) – Affects all cookiesWWW.TRIBALFUSION.COM PAGE 4
Publisher page css conflicts with our AdChoices icon div. Publisher needs to remove float:left from the following classes….WWW.TRIBALFUSION.COM PAGE 15