Online privacy is a hot topic for everyone, and CooperKatz dove headfirst into the issue for our client, the Digital Advertising Alliance (DAA), a self-regulatory body that develops industry best practices and effective solutions for consumer transparency and choice.
CK’s role was to help the DAA spotlight the effectiveness of its Self-Regulatory Program, designed to give consumers enhanced control over the collection and use of data regarding their Internet viewing for interest-based advertising purposes – working alongside policymakers.
CK supported the DAA from square one, introducing reporters to the newly-formed organization. Over time, we built strong relationships with key journalists covering advertising and marketing, technology, and privacy issues. CK helped drive visibility for the Program’s momentum and milestones, including the creation of the ‘Self-Regulatory Principles for Multi-Site Data,’ which expanded the framework of the Program beyond online behavioral advertising, as well as the launch of the ‘Your AdChoices’ public education advertising campaign.
These efforts culminated with recognition at a major privacy event hosted by the White House, where the Obama Administration, Department of Commerce and Federal Trade Commission commended the DAA for its significant progress over the past three years in implementing a strong privacy protection program for consumers. The DAA also announced its ongoing commitment by expanding the scope of the Program to recognize browser-based choices.
Our strategic media outreach surrounding the privacy event generated significant visibility in top-tier media such as The New York Times, The Wall Street Journal, USA Today, Advertising Age, ADWEEK, Bloomberg Businessweek, CNN Money, Mashable, MSNBC, NPR, Politico, Reuters, Tech Crunch, The Hill and The Washington Post.
Today, the DAA’s Self-Regulatory Program has achieved widespread adoption, and its AdChoices Icon is now being served via more than 900 billion ad impressions per month. Even with this success, consumers’ needs and the Internet landscape are always evolving, and the DAA will continue working to protect online privacy.
Receiving recognition at the privacy event served as a major milestone - not just for the DAA, but also for the ad industry’s 40-year history of effective self-regulation - and CK was proud to be part of it!