Looking Toward the Future: NAI’s New Compliance Software
NAI reviews its member companies’ compliance with the NAI Code of Conduct on an ongoing basis. Last year, we used an in-house automated tool that looked for issues in the functionality of opt-out cookies. As members fixed these issues promptly after notification, the tool helped consumers have a more consistent experience when exercising choice on the NAI’s opt-out page.
Now, the online advertising ecosystem is transitioning away from cookies and moving to mobile devices, location data, and non-cookie technologies. With an eye to the future, NAI recently finished a major upgrade of our automated tool to spot compliance issues with new technologies and new devices.
Ultimately, the updated tool should provide NAI with a unique view of the online advertising ecosystem and the ability to be technology-neutral in enforcing its Code of Conduct. Equipped with enhanced enforcement tools, NAI remains the gold standard of privacy for third party advertisers. The software is currently in its alpha stage and will be deployed shortly.