The Digital Advertising Alliance (DAA) has recently introduced new technical guidelines ("Video Ad Guidelines") which address particular aspects concerning the implementation of the DAA’s AdChoices icon and ad marker in video ads.
 
The AdChoices icon and ad marker are aimed at informing consumers as to online trackingand how to opt out of receiving behaviorally targeted ads, as part of the industry's self-regulatory privacy program. In this regard, it should be noted that the Video Ad Guidelines are similar to previous guidelines issued by the DAA, with respect to the implementation of the DAA’s AdChoices icon, in display ads in desktop and mobile formats.
 
The Video Ad Guidelines apply to various use cases which include, but are not limited to,in-stream formats (pre-roll, mid-roll, and post-roll) as well as other formats such as in-pageand in-banner video ads, and are aimed at creating a more consistent consumer experience across major video ad formats and players, given the diversity of video formats and players.
 
These guidelines demonstrate the growing concerns in the industry with respect to the privacy practices in programmatic video advertising, which is currently the fastest growing format in digital advertising