DAA Says Enforcement of Cross-Device Guidance Will Begin February 2017

Enforcement of Digital Advertising Alliance guidance on how companies collect and use consumer data, deliver targeted ads and provide notice and choice to people across their multiple devices will begin Feb. 1, said a DAA Thursday news release. "This enforcement date sets a common marker for the industry to achieve compliance with the DAA cross-device guidance, so consumers have access to more uniform notice around cross-device practices and know their choices on each browser or device are honored," said Executive Director Lou Mastria. DAA said the guidance explains how its principles apply to browser- and app-based choices made by consumers to data collected on that browser or device and used elsewhere. The Council of Better Business Bureaus and the Direct Marketing Association will independently enforce DAA's cross-device guidance for all companies that collect and use data covered by the DAA principles.