Monday, April 30, 2012

Boosting Consumer Confidence in Interest-Based Advertising

With the increasing use of social networks, particularly Facebook, interest-based advertising is growing rapidly. By analyzing consumers’ online conversations and consumption habits, advertisers can customize their messages to specific audiences. Done right, it increases an ad’s effectiveness and can enhance consumer satisfaction.

But we must be careful, whenever tapping into info about people’s web activity, to earn and maintain their trust (a topic that can be read in more detail here).

To that end, the Digital Advertising Alliance’s (DAA) Self-Regulatory Program – endorsed earlier this year by the White House, Department of Commerce and Federal Trade Commission – provides a good framework for improving consumer confidence and ensuring best practices. Building on the Self-Regulatory Principles for Online Behavioral Advertising, the nation's largest media and marketing associations have collaborated to launch this program to give consumers a better understanding of and greater control over ads that are customized based on their online behavior.

How can you get involved?
  •  Learn about the program by reading the principles, and find out more about the participating associations. To learn how your company can implement the principles, review the Implementation Guides.
  • Register to start using the Advertising Option Icon as a means for providing enhanced notice of online behavioral advertising practices. To register to use the icon, click here.
  • Inform consumers about data practices through clear, meaningful and prominent notices.
  • Register to receive information about how to be listed on the Consumer Opt-Out Page, where consumers will be able to easily opt out of receiving online behavioral advertising from some or all participating companies.
  • Report a complaint if you believe that you have witnessed a practice or ad that may violate the Principles. You can report the incident to either the Council of Better Business Bureaus (CBBB) or the Direct Marketing Association (DMA). Complaints may be filed by consumers, business entities or other stakeholders. 
Thanks to for the above information on how companies can participate in the DAA’s Self-Regulatory Program.

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