DAA expands data collection principles

The Digital Advertising Alliance (DAA) debuted a set of principles on Nov. 7 that would extend the organization’s governance beyond data collected to target online behavioral ads (OBA) to include any online behavioral data collected from a unique computer or device across non-affiliated sites.

The “Principles for Multi-Site Data” are a response to policy makers calling on the industry to expand its self-regulatory practices to include all collection and use of data, said Stu Ingis, DAA’s general counsel and a partner at Venable. He said the principles also address concerns that consumer privacy advocates have voiced regarding whether data collected online can be used in such cases as to determine a consumer’s eligibility for employment or health insurance.

“One of the big criticisms we had heard was that our principles were limited to collection and use only for [online behavioral advertising],” said Ingis.

At “some point in the next year,” said Ingis, the DAA will expand its opt-out page to include all “collection and use companies.” Consumers will be able to opt out of data collection altogether or on a company-by-company basis.

The DAA also plans to roll out an opt-out mechanism akin to the “Advertising Option Icon” that enables consumers to opt out of behaviorally targeted ads. Ingis said the DAA is working to identify where and how it would place the icon on a Web page.

“When we put out our OBA guidelines in July 2009, there was no icon, Web page or DAA. There were just principles. We’ve built all that since then,” said Ingis. “We now have these principles, and we will develop how we will implement them as we go forward.”

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