Advertising Law Tool Kit - Tenth Edition | 2022

32 / Venable Michael A. Signorelli masignorelli@Venable.com +1 202.344.8050 Interest-Based Advertising Data helps drive advertising efficiency. A particularly effective form of advertising is interest-based advertising (IBA). IBA is advertising based on analysis of user activity across non-affiliated digital properties. It involves tracking activity across different websites and apps over time, making inferences about user interests based on that information, and delivering relevant advertising based on those inferred interests. The leading marketing and advertising trade associations 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 that collect data from first-party websites and apps for IBA purposes (third parties). The Principles require these parties to provide consumers with transparency and control for data collection on desktops, in the mobile space, and for cross-device linking. Stuart P. Ingis singis@Venable.com +1 202.344.4613