Ad industry’s new self-regulatory body, the Digital Advertising Alliance, tapped CooperKatz to launch and help build momentum for adoption of the Self-Regulatory Program for Online Behavioral Advertising.
The Digital Advertising Alliance (DAA), a self-regulatory body that develops industry best practices and effective solutions for consumer choice in online behavioral advertising, tapped CooperKatz to promote its Self-Regulatory Program for Online Behavioral Advertising (OBA) -- a preference management system that gives consumers enhanced control over the collection and use of data relative to OBA delivered in either Web-based or mobile consumer environments.
The Self-Regulatory Program promotes the use of the Advertising Option Icon (known more commonly as the “ad choices” icon), a universal symbol found within or near online advertisements or on Web pages where data is collected and used to deliver targeted online advertising.
CK was originally contracted to announce the formation of the group in 2010, and was then brought in again to drive visibility for the Program and help drive industry adoption and consumer awareness for the Icon. Like most non-governmental industry self regulating bodies, the success of the DAA lies in the industry’s participation. To encourage adoption among advertisers, ad agencies and ad networks in the OBA space, we launched an aggressive media relations campaign building strong relationships with key advertising and marketing journalists. Proactive efforts included ongoing news announcements spotlighting the progress of industry adoption, as well as Program enforcement efforts.
In the first three months, the DAA’s Self-Regulatory Program was covered by prominent news outlets such as Advertising Age, BtoB, ClickZ, CNN, MediaPost, The New York Times, The Washington Post and The Wall Street Journal. During this time, adoption of the DAA’s Self-Regulatory Program grew at an average rate of 55 percent, month over month.