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DAA Self-Regulatory Principles

This Application of the DAA Principles of Transparency and Control to Data Used Across Devices explains how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi-Site Data (“MSD Principles”), and the Application of the Self-Regulatory Principles to the Mobile Environment (“Mobile Guidance”) (collectively, the “Principles”) apply to the practice of using Multi-Site Data and Cross-App Data collected from a particular browser or device for use on a different computer or device. This guidance will become effective February 1, 2017.
This Application of Self-Regulatory Principles to the Mobile Environment guidance explains for covered companies how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi-Site Data (“MSD Principles”) (collectively, the “Self-Regulatory Principles”) apply to certain types of data in the mobile Web site and application environment. This guidance responds to the fact that both First Parties and Third Parties operate across a variety of channels including mobile. The Self-Regulatory Principles apply consistently across these channels, although current implementation may vary based on the technological demands of different channels.
The cross-industry Self-Regulatory Principles for Multi-Site Data augment the Self-Regulatory Principles for Online Behavioral Advertising (OBA) by covering the prospective collection of Web site data beyond that collected for OBA purposes. The existing OBA Principles and definitions remain in full force and effect and are not limited by the new principles.
The cross-industry Self-Regulatory Principles for Online Behavioral Advertising were developed by leading industry associations to apply consumer-friendly standards to interest-based advertising across the Internet. Interest-based advertising increasingly supports the convenient access to content, services, and applications over the Internet that consumers have come to expect at no cost to them.
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