Are you ready? The Digital Advertising Alliance announced that it will begin enforcing the industry's cross-device privacy code beginning February 1, 2017.
The "Application of the DAA Principles of Transparency and Control to Data Used Across Devices" established privacy rules for companies that collect data from one type of device—a tablet, laptop, or smartphone, for example—and use it to serve ads to the same consumer on a different device. Companies must provide notice to consumers about the cross-device tracking, as well as offer consumers the opportunity to opt out.
The code was based on the DAA's preexisting privacy rules, which require companies to notify consumers about online behavioral advertising and offer the ability to opt out of receiving targeted ads.
"The DAA Principles have kept pace with technological advances and changes in advertising business models, and the DAA cross-device guidance helps companies consistently apply the DAA hallmarks of enhanced consumer transparency and control across our rapidly expanding multi-device, multi-browser world," DAA Executive Director Lou Mastria said in a statement. "This enforcement date sets a common marker for the industry to achieve compliance with the DAA cross-device guidance, so consumers have access to more uniform notice around cross-device practices and know their choices on each browser or device are honored."
Although the self-regulatory group first published the rules in November 2015, it elected to delay enforcement to provide plenty of time for companies to incorporate the code into their policies and practices.
Enforcement—based on proactive monitoring of advertising as well as responding to consumer complaints—will be overseen by the Direct Marketing Association in cooperation with the Council of Better Business Bureau's Online Accountability Program, which has announced more than 70 compliance actions over the last five years.
To read the DAA's cross-device privacy rules, click here.
Why it matters: Companies that aren't already in compliance with the DAA's cross-device privacy rules now have less than three months to prepare themselves before enforcement begins.