Dive Brief:

• First- and third-party data collectors are now subject to cross-device tracking privacy guidelines set forth by the Online Interest-Based Advertising Accountability Program per a joint BBB and ASRC press release.
• The Accountability Program is one of two watchdogs charged by the DAA for enforcing its self-regulatory principles for internet-based advertising.
• The basics of good practice outlined in the press release include ensuring consumers understand cross-device online advertising and have an easy-to-use way to express choice; opt-out options only apply to devices where the opt-out is provided as not all companies are able to provide an opt-out across all devices; and websites — which are all considered first-party data collectors by the guidelines — should regularly review privacy policies to make sure links and information are all up-to-date.

Dive Insight:

For marketers, the takeaway is a warning that the industry is taking self-regulation seriously as a way to stave off potential regulatory action from agencies such as the Federal Trade Commission. The DAA previously announced it would begin enforcing the privacy guidelines on Feb. 1, 2017, last October.

The guidance states that any third-party data collectors engaging in cross-device IBA should explain, “data collected from a particular browser or device may be used with another computer or device that is linked to the browser or device on which such data was collected.” And, after consumers opt-out, no browsing data should go into or out of that device for the purpose of IBA.

Reporting by MediaPost highlighted that the new enforcement announcement comes weeks after the FTC released a report questioning how diligent websites are on disclosing cross-device tracking policies that specifically mentioned how few websites clearly specify cross-device tracking policies.