The DAA and AdChoices Logo and How it Affects Campaigns

Background

Ever wonder why you see banner ads for shoes just after you’ve casually browsed a few pairs on Zappos.com?  It’s because you are being targeted based on your online behavior – specifically, your browser history.  When planning for an “online behavioral” or “interest based” targeting campaign that targets users based on their browsing history and resulting cookies that track user behavior, advertisers must incorporate the ad choice icon into creative in order to be compliant with the Self-Regulatory Principles introduced by the Digital Advertising Alliance (DAA) in 2009.  Either brands or their network partners must purchase the AdChoice license to be able to incorporate the icon into campaign creative (logo pictured).

The DAA has appointed two authorized partners to help facilitate utilization of the AdChoice icon – Evidon & TrustE.  An advertiser pays these companies a CPM based rate based on impression volume (ex. Evidon charges $0.015 CPM – approx. 1.5 cents for every 1,000 ad impressions served), and the companies help to manage user opt-outs and preferences.

How to License

When this was established by the DAA back in 2009, the responsibility was never “assigned” to the advertiser, and as such, most Demand Side Platform (DSP) and retargeting network partners are proactively licensed to provide this as a service to their advertisers who may not be licensed.  These partners will require that their advertisers use the logo, because it is required and companies do risk being reported/negative press if caught.

If a company wishes to hold their own license with DAA, it would cost $7,500 annually plus the CPM charges via Evidon or TrustE, which are nominal.  A license can be requested on this website:  http://www.aboutads.info/participants/icon/

The primary difference in using a network’s license versus having your own is what happens after the user clicks on the icon.

Recommendations

If you are considering a retargeting campaign in the future, we would suggest starting with a pilot and work through a licensed network partner, since they often allow you to leverage their license as a value-add.  Provided the pilot performs well, you may wish to purchase a license so the landing page can be more tailored to the client company.  The network partners can also work with the creative agency to observe the requirements of determining where the icon can reside within the ad so that it is compliant, as there are specific guidelines that must be observed.

Additional Resources from DAA