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INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE

INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE. AAAA, ANA, CBBB, DMA, IAB Convene Task-Force (April 2008) Coalition begins drafting industry principles with 8 trade associations and 25 companies (October 2008) FTC releases revised principles (February 2009)

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INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE

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  1. INDUSTRY COMMITMENT TO INNOVATION IN NOTICE AND CHOICE • AAAA, ANA, CBBB, DMA, IAB Convene Task-Force (April 2008) • Coalition begins drafting industry principles with 8 trade associations and 25 companies (October 2008) • FTC releases revised principles (February 2009) • Coalition releases Self-Regulatory Principles for Online Behavioral Advertising (July 2009) • 7 principles focused on education, transparency, consumer control, data security, material change to privacy policy, sensitive data, and accountability • Industry Consensus and Adoption • Unanimous Support at the Board level • Collectively the AAAA, ANA, DMA, and IAB represent over 5,000 companies • Adherence to the OBA Principles a requirement for membership

  2. Better Advertising Consumer Experience Step 1: Better Advertising delivers “I” icon automatically on behavioral ads. User has option to click for more info

  3. Better Advertising Consumer Experience Step 2: Clicking icon expands overlay with complete notice, including educational links, more information about the vendors behind the ad and opt-out options

  4. Better Advertising Consumer Experience Step 3: Users who click on the overlay are taken to a new page where they can learn about the vendors behind ad, with rich detail on practices, and opt-in/out Confidential | Draft for Discussion Purposes Only 7

  5. Accountability • Council of Better Business Bureaus • OBA Principles partner • Received 6 proposal from potential technical partners in January 2010 • Funding secured for development and plan to be operational by 3Q 2010 • Ability to monitor the entire ecosystem • Direct Marketing Association • OBA Principles partner • Incorporated Principles into existing Member Code of Conduct on October 19, 2009 • Enforcement against members set to begin July 1, 2010 • TRUSTe • Standards closely align to OBA Principles • OBA pilot program announced on January 26, 2010 • Publisher focused solution with AT&T and Comcast as cornerstone clients

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