Enforcement Ahead for Cross-Device Tracking

In a typical day, the average person will use several devices to make calls, check emails, or watch videos. Over half of people (57%) who use a device such as a smartphone or a tablet use more than one.

It’s easier than ever to seamlessly move between devices and continue an activity on one device where you left off on another.

Users get the advantage of a seamless experience across devices, and publishers and ad tech companies can get information about user behavior across those devices, known as cross-device tracking.

DAA Cross-Device Tracking Enforcement Guidelines

Starting today, February 1, 2017, the Digital Advertising Alliance (DAA) Guidance on how the DAA Principles of transparency and choice apply to cross-device tracking will be enforced.

The Advertising Self-Regulatory Council (ASRC) of the Council of Better Business Bureaus (CBBB) and the corporate responsibility team at the Data & Marketing Association (DMA) will take complaints and monitor the marketplace to ensure that transparency and choice are provided to consumers when there is cross-device data collection.

DAA Executive Director Lou Mastria commented that,

“the DAA Cross-Device Guidance provides clarity for both first and third parties on how to extend notice and choice in accordance with DAA Principles. It also helps keep the cross-device interest-based advertising environment in step with consumer expectations.


Over and over again, in our surveying, consumers say they value the transparency and control made possible in our program, so to extend notice and choice certainly serves to build brand engagement, no matter what the device she uses.


With DMA and the Council of Better Business Bureaus Advertising Self-Regulatory Council all set to begin enforcement on February 1, every marketing organization relying on interest-based ads in cross-device environments should be ready to meet these ethics — and user — expectations.”

Cross-Device Tracking Challenges

The overall benefits and challenges that come with cross-device tracking are explained in this recently released report: Cross-Device Tracking: An FTC Staff Report.

The report makes recommendations about how transparency, choice, and security can be applied to this practice.

It also encourages organizations that have direct consumer-facing relationships and those working in cross-device tracking behind the scenes to

    • truthfully disclose tracking to consumers and business partners;
    • offer consumers choices about how their cross-device activity is tracked;
    • obtain consumers’ affirmative express consent before engaging in cross-device tracking on sensitive topics and before collecting and sharing precise geolocation information; and
    • maintain reasonable security to avoid future unexpected and unauthorized uses of data.

The report states that, “FTC staff commends these self-regulatory efforts to improve transparency and choice in the cross-device tracking space.

Both the NAI and DAA have taken steps to keep up with evolving technologies and provide important guidance to their members and the public.

Their work has improved the level of consumer protection in the marketplace.”

Enforcement of the Guidance will help maintain consumers’ data privacy across devices.

Demonstrate privacy compliance for EDAA requirements

EDAA (European Interactive Digital Advertising Alliance) Privacy Certification reduces privacy risks for any company doing Data-driven or Online Behavioral Advertising (OBA) in the EU market.

Companies that complete certification are awarded Trust Seal enabling certified companies to demonstrate to regulators, partners, or consumers its compliance with privacy best practices in the EU for data collection and use.

Meeting regulations, in addition to customer privacy expectations, necessitates understanding complex requirements.

Navigating these requirements in the online advertising space is both challenging and essential. Non-compliance can lead to hefty legal fees, fines, and lawsuits.

Beyond the financial impact, organizations must consider lost brand trust and business opportunities.

TrustArc TRUSTe is an EDAA-approved certification provider, which will:

    • Identify and reduce privacy risk through a detailed assessment and certification review process
    • Minimize compliance risk by aligning your practices with EU self-regulatory criteria and best practices for data-driven advertising
    • Shorten sales cycle with new customers and deepen the trust in your existing business relationships

Learn about the TrustArc TRUSTe EDAA Compliance Certification.