Information regarding the OBA self Regulation Framework and other self-regulatory initiatives supported by EDAA. Important facts about why it is crucial to have self regulation in Europe - Self-Regulation can empower & protect consumers, whilst ensuring the viability of many ad models, and their added value for brands, publishers & consumers. What should user know and what should companies do in order to be compliant with European Laws and regulations on data collection & protection.

1. Delivering transparency, choice and
control for European citizens

2. Some numbers
• 2.1 bn. € is the value of programmatic in
Europe (IAB Europe study, Sept. 2014)
• 27.3 bn. € is the value of the digital
advertising market in Europe (IAB Europe’s
Adex, 2014)
• 69 bn. € is the perceived value of free (ad-supported!)
services and content for European
consumers in 2010! (McKinsey, 2011)

3. So how about Online Behavioural
Advertising?

4. For publishers
4

5. For agencies and advertisers
5

6. For web users
6

7. But why is it so important?

8. It’s all about data!

9. Vĕra Jourová
EU Commissioner for Justice, Consumers and Gender Equality
(image source: www.yle.fi)

10. Günther Oettinger
EU Commissioner for Digital Economy & Society
(image source www.cicero.de)

11. The need for a Self Regulatory
Programme on OBA in Europe
• Digital advertising is under the political & regulatory spotlight
• Particularly the collection and use of data
• Self-Regulation can empower & protect consumers, whilst
ensuring the viability of many ad models, and their added
value for brands, publishers & consumers

12. Why Self-Regulation?
Relevant
Advertising
Self-
Regulation
Cost Effective
Consumer
Friendly
Offers
Speedy
Resolutions
Complements
the Law
Provides
Effective
Sanctions
Impartial
Trusted

13. The Programme
• Why self-regulation for OBA?
– Privacy concerns in general increased the need for enhanced
transparency and choice for users - policy makers repeated call
for opt-in for OBA
• Why a European and not a global framework?
– Europeans are modest... :)
– In Europe we have a legal framework (Data Protection and e-
Privacy Directive)
– The Data Protection Review is currently under heated debate
• What is the Programme about?
– A mechanism to provide enhanced notice to consumers
– A mechanism to provide choice to consumers (i.e. easy to use
mechanism to turn off OBA)

14. European Principles
• One set of core documents for Europe
• The European Principles consist of:
– IAB Europe OBA Framework
– Technical Specifications for use of the OBA Icon
– EASA Best Practice Recommendation on OBA

15. Where does responsibility lie?

16. Where does responsibility lie?
• Main obligations for Third Party OBA
• WHO? Ad networks, technology providers, data
providers, website operators, advertisers, agencies
• Role of publishers to provide adequate disclosure

17. Supported by key stakeholders at
EU and Member State level

18. BUT HOW DOES IT WORK IN
PRACTICE?

19. Delivering a pan-EU approach for
citizens and businesses
User choice and control
Credible compliance
and enforcement
Transparency

20. OBA Icon: in-ad (third party)
OBA Icon
(example)

21. Use of a branded interstitial

22. OBA Icon: for web operators

23. youronlinechoices.eu
• 31 countries
• 26 languages
• 90 integrated companies
• 1.5 – 2 mln. visitors
monthly

24. YOC: consumer education tool
• The user is offered clear information on how digital advertising works (video courtesy of The Guardian)

25. YOC: consumer control tool
• The user may, based on
personal choice, select
one of the following
options:
– Everything ON
– Everything OFF
– Manually hand-pick (from the
available 3rd parties)

26. WHAT DO COMPANIES NEED TO
DO?

27. Compliance journey
• Step 1: Licence OBA Icon / User Choice Platform from EDAA
• Step 2: Self-Certification (6 mths)
• Step 3: Independent assessment of compliance (+ 1 mth)
– 4 EDAA approved Certification Providers:
• Step 4: Award of EDAA “Trust Seal” (+ 30 days)
– Trust Seal granted following 30 days ongoing monitoring

28. Company compliance status
28
Signatories
200+
Licencees
127
Self-
Certified
companies
82
Certified
companies
38

29. Engaging and Licensing
a. Engage with EDAA to determine licence requirements (via
online application form: www.edaa.eu/apply-for-a-licence)
a. Review core documents & licence agreements
a. Sign and return appropriate licence(s):
– OBA Icon
– YourOnlineChoices Participation

30. WHAT’S THE ROLE OF THE SRO?

31. Role of SROs
• Extension of SRO remit to OBA
– Implementation of EASA BPR on OBA
• Handling consumer feedback and complaints
– Set up OBA complaints system and procedures
– Training of staff and juries
– Use of EASA Cross-Border-Complaints system for OBA
• Compliance and enforcement

32. Enforcement
• Self-Regulation needs to have teeth
• National SROs responsible for investigations and sanctions
• Sanctions specific to OBA: ‘name & shame’; withdrawal of
industry ‘Trust Seal’; withdrawal of OBA icon; referal to
relevant regulator
• National codes reflect the EU Principles, ensuring a
consistent and coherent approach for businesses

33. HOW ABOUT THE CONSUMER?

34. Raising consumer awareness
• Launched in UK,
DE, IE, GR to-date
• 390m impressions,
>115m unique
• 344k clicks
• Expected to run FI,
FR, HU, PT, RO, SE
imminently, with
other markets to
follow

35. Political opinions
« It is always a pleasure and a source of
confidence, to see fast and dedicated follow-up
to a high profile business initiative in a
crucial sector. I look forward to continuing
cooperation between all interested parties. »
Robert Madelin
Director General of the European Commission’s Directorate General for
Communications Networks Content and Technology

36. Current outlook
• Increase industry awareness and participation
• Transition from company commitments to full compliance
• Continue developing YourOnlineChoices website; roll out further
countries; optimise mobile version; develop persistent consumer
choice mechanisms across IE & Safari
• Adapt the EU Principles to the mobile environment
• Roll out the Consumer Awareness Campaign in all European
Markets (Romania included!)

37. Current outlook
• Ensure continued implementation by national SROs of OBA
remit & complaint handling
• Facilitate research into consumer attitudes and perceptions
regarding OBA and the industry initative across EU markets
• Continue to engage with key stakeholders (new intake of
MEPs and Commissioners)

38. OBA Self-Regulation: be in good company!
38

39. Further information
Visit: www.edaa.eu
Email: ionel.naftanaila@edaa.eu // info@edaa.eu