When it comes to data, consumers and marketers are on the same team.
The Digital Advertising Alliance (DAA) debuted on Jan. 20 the first phase of a multistage campaign designed to educate consumers about online behavioral advertising.
Taking a closer look at 2011 and looking to the future we can see three distinct phases of the industry's self-regulatory movement emerge.
Academic research released last month has prompted more doubt about the effectiveness of online behavioral tracking self-regulatory programs, which lawmakers and consumer privacy advocates had already decried as subpar.
Although 70% of consumers are aware of online behavioral advertising (OBA), only 5% recognize the Digital Advertising Alliance's "Advertising Option" icon, according to a study from online security firm TRUSTe.
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