The AdChoices Accountability Program: 2017 Compliance Report just released by Ad Standards, the self-regulatory body for the Digital Advertising Alliance of Canada's (DAAC) AdChoices Program for online interest-based advertising (IBA), examines how participating companies implemented the program's Canadian Self-Regulatory Principles for Online Behavioural Advertising (the Principles) in 2017. This is the third annual report. Ad Standards reviewed website-owner program participants, including publishers, retailers, and brands, for practices consistent with the Principles and found:
- 90% provide enhanced notice (clear, meaningful, and prominent real-time notice of collection or use of data for IBA purposes); and
- 95% provide a choice mechanism (to allow users to exercise choice with respect to the collection and use of data for IBA purposes), with 90% providing opt-outs for all third party companies active in IBA on their website(s).
In contrast, when comparing participating companies to those not yet engaged in the program, Ad Standards found that only 23% of non-participants provide enhanced notice and only 63% of non-participants provide a choice mechanism. Ad Standards' analysis also determined that DAAC participants do more to comply with the Office of the Privacy Commissioner of Canada's Guidelines on Privacy and Online Behavioural Advertising. In another development in the digital advertising arena, IAB Europe released draft technical specifications for its GDPR Transparency and Consent Framework (the Framework) yesterday for public comment. The Framework is intended to assist all parties in the digital advertising chain - publishers, technology vendors, agencies, and advertisers - to comply with the transparency and user choice requirements of the EU's General Data Protection Regulation (GDPR).