IAB Membership Code of Conduct - Webinar Slides, April 13, 2011

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On February 27, 2011, the IAB Board of Directors approved the first-ever IAB Member Code of Conduct. This Code of Conduct incorporates the Self-Regulatory Principles for Online Behavioral Advertising, …

On February 27, 2011, the IAB Board of Directors approved the first-ever IAB Member Code of Conduct. This Code of Conduct incorporates the Self-Regulatory Principles for Online Behavioral Advertising, and makes adherence to the Principles a condition of membership in the IAB. Members were encouraged to join IAB staff on April 13, 2011 to learn more information on what companies need to do to come into compliance with the Principles, what kind of monitoring and enforcement programs are in place, and what company executors should be looking for when evaluating their company roles in online behavioral advertising.

Alison Pepper, Director Public Policy, IAB
Michael Signorelli, Associate, Venable LLP
Luke Luckett, Senior Manager, Member Services, IAB

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  • 1. Compliance with IAB's New Member Code of Conduct April 13, 2011 Alison Pepper, Director of Public Policy Michael Signorelli, Venable LLP
  • 2. IAB Code of Conduct
    • Incorporates the Self-Regulatory Principles for Online Behavioral Advertising
    • Approved by the IAB Board of Directors on February 27 th , 2011 at the Annual Leadership Meeting in Palm Springs, CA
    • Requires all IAB Members to be in compliance with the Code by August 29 th , 2011
    • Code can be found at www.iab.net/public_policy
  • 3.
    • Consumers may be:
      • unaware of data collection from web viewing activities for behavioral advertising purpose;
      • unaware that third parties are collecting information from the web sites that they visit; and
      • concerned with the lack of an ability to choose not to have information tracked about their online behavior used for advertising purposes
    • Lack of Coverage
    • Void of meaningful accountability.
    Privacy Concerns with Online Behavioral Advertising
  • 4.
    • Education
    • Transparency
    • Consumer Control
    • Data Security
    • Material Changes to Existing OBA Policies and Practices
    • Sensitive Data
    • Accountability
    Self-Regulatory Principles
  • 5. Advertising Option Icon The “Advertising Option Icon” and accompanying language appears in or near online advertisements or on Web pages where data is collected and used for behavioral advertising.
    • The Icon indicates adherence to the Principles.
    • By clicking on the Icon, consumers can link to:
      • a clear disclosure statement
      • an easy-to-use opt-out mechanism
  • 6.
    • Provide a link distinct from the link to your privacy policy
    • Link should go directly to the relevant section of the statement where the disclosure is located.
    • Link to a disclosure that either
      • links directly to www.aboutads.info or
      • lists the Third Parties engaging in OBA activities at your site, including links to their own disclosures
    p Publisher Notice
  • 7. Publisher Notice
  • 8. In Ad Notice
  • 9. In Ad Notice
  • 10. Launched Industry Website
    • Register to use Advertising Option Icon
    • Register to Participate in choice mechanism
    • Review consumer & business educational materials
  • 11. Launched Consumer Control Mechanism
    • The Consumer Opt-Out Page www.AboutAds.info gives consumers the ability to conveniently opt-out of some or all participating companies’ online behavioral ads, if they choose
    • Organizations can now register to participate and be listed on the Consumer Opt-Out Page
  • 12. Education
    • Educational webinars to assist businesses with implementing the Principles
    • Developed implementation guides available at www.aboutads.info .
    • Developing consumer and business education campaign
  • 13. Accountability Programs
    • CBBB and DMA have complementary Accountability Programs to:
      • Monitor the marketplace externally for data that suggests non-compliance with key notice and choice requirements
      • Follow-up directly with non-complying entities
      • Report non-compliance and refer uncorrected non-compliance to government
  • 14. Approved Providers
    • The Self-Regulatory Program recognizes companies providing services, technologies, and solutions to assist participating companies in compliance with the Principles.
    • These services are used to deliver the Advertising Option Icon, notice, and a link to a consumer choice mechanism.
    • Companies are not required to use the services of an approved provider, but may elect to do so as means to comply with Principles.
    • DoubleVerify, Evidon, and TRUSTe have been recognized as an Approved Provider.
  • 15. Next Steps
    • Consumer & business education
    • Promote industry participation in the program
    • Ongoing development of the Principles (application in mobile platforms, international integration, and the treatment of sensitive data)
    • Compliance & enforcement
  • 16. Questions
    • Alison Pepper
    • [email_address]
    • Michael Signorelli
    • [email_address]
  • 17.
    • Member Networking Receptions
      • Member Networking tomorrow, April 14 in San Francisco, 5:30 – 7:30 pm
      • Member Networking w/NY Ad Club, May 10 , 6-8 pm, NYC
    • Educational Webinars
      • The Search and Social Connection: Marketing Alignment in a Google and Facebook World, April 27 th , Noon EST, w/member Perfect Market
      • Understanding the New IAB/MMA Mobile Web Ad Measurement Guidelines, May 4 , Noon EST
    • Professional Development Classes
      • Available at iab.net; classes resume in NY in mid-June
    • Conferences
      • Networks and Exchanges Marketplace, May 16 , NYC
      • IAB Innovation Days, June 8-9 , NYC
      • Mobile: IAB Marketplace, July 18 , NYC
    Upcoming IAB Webinars, Classes, and Events
  • 18.
    • Please type your questions into the chat feature on the upper-right corner of your screen