Client Profile

The advertising industry’s new self-regulatory body, the Digital Advertising Alliance (DAA), tapped CooperKatz to launch and help build momentum for adoption of the Self-Regulatory Program for Online Behavioral Advertising. 

CooperKatz originally worked with the DAA in 2010 to announce the formation of the group and was brought in again in 2012 to drive visibility for the Self-Regulatory Program. A central focus of the effort was to help drive industry adoption and consumer awareness for the 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.

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.

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. Strong and consistent coverage continued across the course of our relationship with DAA.