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Member Update

NAI and DAA News

|> New NAI Industry Opt Out Tool Goes Live February 15th

Early this year, NAI will be launching the next version of the NAI opt-out tool, which will feature a significantly improved consumer experience, easy to understand instructions, and the ability for companies to present consumers with notice and choice regarding non-cookie based tracking technologies. We have worked with all of our members to integrate each company’s operations and technology to the new tool, and are excited to announce the tool will go live on the NAI’s website on February 15, 2017. Please make sure your company is integrated with the new tool, and contact Julie at if you have any questions about technical integration.

|> NAI Will Begin Enforcing Non-Cookie Technology Guidance March 1st

Additionally, beginning March 1, 2017, the NAI’s previously published Guidance for the Use of Non-Cookie Technologies will be enforced by the NAI compliance team. This is an important step in providing meaningful transparency and choice to consumers regardless of the technology utilized by companies. Feel free to contact us if you have any questions about compliance or enforcement.

|> DAA Began Cross-Device Enforcement Feb 1, 2017

The Digital Advertising Alliance issued a warning to all in the digital advertising ecosystem that February 1st marked the first day of enforcement of the DAA’s cross-device guidanceAll members should take a moment to read the guidance and take necessary steps to conform.

FTC News

|> FTC Releases Staff Report on Cross-Device Tracking

The FTC released its cross-device tracking staff reportin January, encouraging industry to increase transparency, notice, and choice when providing cross-device services. From the report:

“Another aspect of transparency is making truthful claims about the categories of data collected. Often, raw email addresses and usernames are personally identifiable, in that they include full names. Even hashed email addresses and usernames are persistent identifiers and can be vulnerable to reidentification in some cases. The Commission has repeatedly stated that data that is reasonably linkable to a consumer or a consumer’s device is personally identifiable. Therefore, consumer-facing companies that provide raw or hashed email addresses or usernames to cross-device tracking companies should refrain from referring to this data as anonymous or aggregate, and should be careful about making blanket statements to consumers stating that they do not share “personal information” with third parties.”

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