As advertisers, our efforts focus on bringing awareness to our brands and products, connecting deeply with consumers in relevant and meaningful ways. And while we all strive to implement the most effective, most strategic plans to reach our audiences, we should remain consumer-focused along the way. Part of that consumer-focus means providing transparency and education about our digital practices in data collection and use.

The desire for industry to provide consumer focus was the impetus for the self-regulatory program for Online Behavioral Advertising (OBA) initiated by the digital advertising industry to provide consumers with transparency and choice regarding online advertising. The program was derived in response to the recommendations and guidance set forth by the Federal Trade Commission (FTC) in the U.S., and is implemented by the Digital Advertising Alliance (DAA)—a group comprised of various important industry associations including the AAAA, DMA, IAB, NAI, BBB and others.

Microsoft continues to play a key role in promoting consumer education and building confidence and trust with our partners by supporting the OBA self-regulations. To ensure our compliance with the self regulations, Atlas will be launching the AdChoices program in the Media Console next week.

For advertisers in the United States, you will automatically be opted-in to display the AdChoices logimageo for all eligible ads created after the program launches. If you’re using a 3rd party vendor to implement AdChoices, you may manually opt-out after launch by updating your Advertiser properties.

If you advertise outside the U.S., you will not be automatically opted-in, however you may choose to adjust those settings should you wish to display the AdChoices logo on ads created after launch.

 AdChoices is specifically a U.S. industry initiative for now, however EU member states have passed various laws under the EU e-Privacy Directive to promote similar transparency around consumer data collection. In fact, we are seeing the AdChoices icon displayed across brands throughout Europe in advance of official standards. At this time, there is still uncertainty on exactly how each member state will implement a standard solution for the Directive, but be assured that Microsoft is involved in conversations to help bring transparency, privacy, and control to consumers.

In the coming days, Atlas clients can expect to receive more information regarding the launch. You can also check out our recent webinar on the initiative here. If you have further questions, please reach out to your Atlas representative.

Many thanks,

Lori

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