EDAA enhances transparency and user control for online video advertising

Posted on: Monday 14 November 2016

Today, the European Interactive Digital Advertising Alliance (EDAA) launches ​new guidelines ​to enhance transparency and user control for online video advertising.

EDAA is responding to the distinct technical challenges video advertising presents, compared to the more traditional browser-delivered advertisements, in providing enhanced notice and choice for consumers with regards to online behavioural advertising (OBA) practices. The new guidelines provide specific technical assistance to businesses applying the online behavioural advertising (OBA) Ad Marker to videos. The OBA Ad Marker is a consumer-facing, interactive symbol that links consumers to an online portal, www.youronlinechoices.eu, where they can find easy-to-understand information on the practice of OBA.

The guidelines propose initial specifications for the video environment, including advice on the size, positioning, duration of display and linking options for the Ad Marker, which should be displayed directly in the corner of the advert. Video advertising is currently presented in multiple formats, most commonly in-stream as part of the delivery of video content, but also in other formats where video advertising is presented independent of video content (for example, freestanding in-page or in-banner video adverts) and the new guidelines cover these various formats.

“The advertising industry continues to provide practical solutions for EU citizens to manage their privacy preferences. These new guidelines aim to provide greater transparency and user control over behavioural or interest- based video advertising.” said Nick Stringer, Chair of the EDAA Board.

The EDAA is also keeping a pace with the business reality, which is that video continues to be a key growth driver of the European online market with worldwide spending on online video advertising is projected to increase from 17.68 billion USD to 17.68 billion USD in 2016. " The extension of the European principles on online behavioural advertising to include video reflects the increasing importance of video advertising space as well as the continued will of the digital and ad industry to practically enhance transparency for OBA through EDAA’s self-regulatory programme." said Oliver Gray, EDAA Director-General.

This is the second EDAA development this year that is ensuring the OBA Self-Regulatory programme stays on top of market and technological developments. In March, the EDAA launched the Mobile Principles , adapting the EU Self-Regulatory Programme on Online Behavioural Advertising to the mobile environment. Consistent and proper use of the Ad Marker reinforces the application of consumer-friendly standards for Online Behavioural Advertising (OBA).

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