Advertising Law Tool Kit - Ninth Edition | 2021

Venable / 33 32 / Venable Michael A. Signorelli masignorelli@Venable.com +1 202.344.8050 Interest-Based Advertising When engaging in IBA, consider these compliance fundamentals: • First parties should screen their vendors for DAA compliance. • First parties should check if a vendor is on the DAA Choice Page or AppChoices. • First parties should provide enhanced notice on web pages and mobile applications. • First parties should obtain consent for the collection or transfer of Precise Location Data. • Third parties should provide enhanced notice and offer an opt-out for their IBA practices. To learn more about the DAA guidelines, visit: aboutads.info/principles Data helps drive advertising efficiency. A particularly efficient form of advertising is interest-based advertising (IBA). IBA is advertising based on analysis of web viewing behavior and mobile application use. It involves tracking activity across different websites and apps over time, making inferences about user interests, and delivering relevant advertising based on those interests. The leading marketing and advertising trade associations have developed a self-regulatory program, the Digital Advertising Alliance (DAA), to govern this form of advertising. The “DAA Self-Regulatory Principles” apply to website operators or app developers (first parties) and entities (third parties) that collect data from first party websites and apps for IBA purposes. The Principles require these parties to provide consumers with transparency and control for data collection on desktop, in the mobile space, and for cross-device linking. Stuart P. Ingis singis@Venable.com +1 202.344.4613