1. Delivering transparency, choice andcontrol for European citizens

2. Some numbers 2.1 bn. is the value of programmatic inEurope (IAB Europe study, Sept. 2014) 27.3 bn. is the value of the digitaladvertising market in Europe (IAB EuropesAdex, 2014) 69 bn. is the perceived value of free (ad-supported!)services and content for Europeanconsumers in 2010! (McKinsey, 2011) 3. So how about Online BehaviouralAdvertising? 4. For publishers4 5. For agencies and advertisers5 6. For web users6 7. But why is it so important? 8. Its all about data! 9. Vra JourovEU Commissioner for Justice, Consumers and Gender Equality(image source: www.yle.fi) 10. Gnther OettingerEU Commissioner for Digital Economy & Society(image source www.cicero.de) 11. The need for a Self RegulatoryProgramme on OBA in Europe Digital advertising is under the political & regulatory spotlight Particularly the collection and use of data Self-Regulation can empower & protect consumers, whilstensuring the viability of many ad models, and their addedvalue for brands, publishers & consumers 12. Why Self-Regulation?RelevantAdvertisingSelf-RegulationCost EffectiveConsumerFriendlyOffersSpeedyResolutionsComplementsthe LawProvidesEffectiveSanctionsImpartialTrusted 13. The Programme Why self-regulation for OBA? Privacy concerns in general increased the need for enhancedtransparency and choice for users - policy makers repeated callfor opt-in for OBA Why a European and not a global framework? Europeans are modest... :) In Europe we have a legal framework (Data Protection and e-Privacy Directive) The Data Protection Review is currently under heated debate What is the Programme about? A mechanism to provide enhanced notice to consumers A mechanism to provide choice to consumers (i.e. easy to usemechanism to turn off OBA) 14. European Principles One set of core documents for Europe The European Principles consist of: IAB Europe OBA Framework Technical Specifications for use of the OBA Icon EASA Best Practice Recommendation on OBA 15. Where does responsibility lie? 16. Where does responsibility lie? Main obligations for Third Party OBA WHO? Ad networks, technology providers, dataproviders, website operators, advertisers, agencies Role of publishers to provide adequate disclosure 17. Supported by key stakeholders atEU and Member State level 18. BUT HOW DOES IT WORK INPRACTICE? 19. Delivering a pan-EU approach forcitizens and businessesUser choice and controlCredible complianceand enforcementTransparency 20. OBA Icon: in-ad (third party)OBA Icon(example) 21. Use of a branded interstitial 22. OBA Icon: for web operators 23. youronlinechoices.eu 31 countries 26 languages 90 integrated companies 1.5 2 mln. visitorsmonthly 24. YOC: consumer education tool The user is offered clear information on how digital advertising works (video courtesy of The Guardian) 25. YOC: consumer control tool The user may, based onpersonal choice, selectone of the followingoptions: Everything ON Everything OFF Manually hand-pick (from theavailable 3rd parties) 26. WHAT DO COMPANIES NEED TODO? 27. Compliance journey Step 1: Licence OBA Icon / User Choice Platform from EDAA Step 2: Self-Certification (6 mths) Step 3: Independent assessment of compliance (+ 1 mth) 4 EDAA approved Certification Providers: Step 4: Award of EDAA Trust Seal (+ 30 days) Trust Seal granted following 30 days ongoing monitoring 28. Company compliance status28Signatories200+Licencees127Self-Certifiedcompanies82Certifiedcompanies38 29. Engaging and Licensinga. Engage with EDAA to determine licence requirements (viaonline application form: www.edaa.eu/apply-for-a-licence)a. Review core documents & licence agreementsa. Sign and return appropriate licence(s): OBA Icon YourOnlineChoices Participation 30. WHATS THE ROLE OF THE SRO? 31. Role of SROs Extension of SRO remit to OBA Implementation of EASA BPR on OBA Handling consumer feedback and complaints Set up OBA complaints system and procedures Training of staff and juries Use of EASA Cross-Border-Complaints system for OBA Compliance and enforcement 32. Enforcement Self-Regulation needs to have teeth National SROs responsible for investigations and sanctions Sanctions specific to OBA: name & shame; withdrawal ofindustry Trust Seal; withdrawal of OBA icon; referal torelevant regulator National codes reflect the EU Principles, ensuring aconsistent and coherent approach for businesses 33. HOW ABOUT THE CONSUMER? 34. Raising consumer awareness Launched in UK,DE, IE, GR to-date 390m impressions,>115m unique 344k clicks Expected to run FI,FR, HU, PT, RO, SEimminently, withother markets tofollow 35. Political opinions It is always a pleasure and a source ofconfidence, to see fast and dedicated follow-upto a high profile business initiative in acrucial sector. I look forward to continuingcooperation between all interested parties. Robert MadelinDirector General of the European Commissions Directorate General forCommunications Networks Content and Technology 36. Current outlook Increase industry awareness and participation Transition from company commitments to full compliance Continue developing YourOnlineChoices website; roll out furthercountries; optimise mobile version; develop persistent consumerchoice mechanisms across IE & Safari Adapt the EU Principles to the mobile environment Roll out the Consumer Awareness Campaign in all EuropeanMarkets (Romania included!) 37. Current outlook Ensure continued implementation by national SROs of OBAremit & complaint handling Facilitate research into consumer attitudes and perceptionsregarding OBA and the industry initative across EU markets Continue to engage with key stakeholders (new intake ofMEPs and Commissioners) 38. OBA Self-Regulation: be in good company!38 39. Further informationVisit: www.edaa.euEmail: ionel.naftanaila@edaa.eu // info@edaa.eu