Dive Brief:

• The Digital Advertising Alliance announced in a release that it will begin enforcing its principles on cross-device data collection beginning February 1, 2017. The oversight group includes the Council of Better Business Bureaus and the DMA.
• The DAA principles apply to how consumers are informed and given choice regarding the collection of their browser and app use data for use elsewhere.
• The guiding idea behind the DAA principles is to create a self-regulatory framework around consumer data and digital advertising and marketing, particularly across the multiple devices most consumers now use.

Dive Insight:

Washington agencies such as the FTC and FCC, as well as Capitol Hill, have been making increasing inroads into data and consumer privacy as well as engaging in some saber-rattling about regulation at the federal level. This enforcement rule from the DAA is a clear effort to keep regulation within the industry by providing Washington with a strong good-faith effort to keep rogue marketers in check.

“For self-regulation to be effective, companies need clear guidance on how to stay in compliance as technology and business practices evolve. As consumers adopt an ever increasing array of new devices, the DAA cross-device guidance will help companies understand how to provide notice and choice in cross device environments,” said Stu Ingis, DAA General Counsel in the release.

Most consumers are using five to six connected devices daily and marketers are looking to be able follow those consumers across all those devices to deliver personalized and relevant messaging and offers, DMA CEO Tom Benton pointed out. He said the DAA principles along with efforts from the DMA “show the agility of industry self-regulation to provide consumers with choice and protection while allowing innovation to flourish and expand the U.S. economy.”

The DAA said it already has taken more than 70 compliance actions based on “vigorous monitoring” as well as consumer complaints. The organization didn’t indicate exactly what form enforcement would look like.

Earlier this week, the Federal Communications Commission expressed the possibility of requiring Internet service providers to obtain opt-in consent before using a customer’s Web browsing and app usage history, which would a shift in policy that could potentially hurt some marketers.