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Micky Gramlin
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Micky Gramlin   My Press Releases

A Copy of the Cross-Device Tracking An FTC Staff Report Part 5

Published on 11/9/2017
For additional information  Click Here


A Copy of the Cross-Device Tracking An FTC Staff Report Part 5


Industry Self-Regulatory Efforts to Address Cross-Device Tracking

pdf file

At the workshop, participants discussed steps that NAI and DAA have taken to address cross-device tracking. In May 2015, the NAI released a guide for members, explaining how its Code of Conduct would apply to the use of non-cookie technologies.

Although the guidance does not update or amend the NAI’s Code of Conduct, it sets forth baseline best practices for providing transparency about non-cookie technologies.

For example, it suggests that members describe the non-cookie tracking in their privacy policies and make a “reasonable effort” to ensure that their publisher-clients include information about it in their privacy policies.

NAI does not yet enforce compliance with the non-cookie tracking guidance it issued in May 2015.

The DAA has addressed cross-device tracking more specifically. In August 2014, one of the DAA’s enforcement organizations issued compliance warnings stating that the DAA Principles apply to both cookie tracking and non-cookie tracking, including tracking across devices and platforms.6

In November 2015, the DAA released specific guidance on the application of DAA Principles to cross device tracking, stating that the transparency and consumer control obligations in its existing Principles apply to cross-device tracking data practices.

According to DAA’s 2015 guidance, if a consumer opts out of data collection for behavioral advertising on one device, the data collected from that device cannot be used for behavioral advertising on other devices.

Similarly, data collected from other devices cannot inform ads on the opted-out device. DAA has stated it will begin enforcing this application of its Principles in February 2017.

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.

However, both organizations could strengthen their efforts to address cross-device tracking.


We will take a look at these Recommendations on the next post


Thank you for stopping by!


Micky Gramlin



FTC Cross Device Report



Google Starts Tracking To Assess Online Ads

A Copy of the Cross-Device Tracking An FTC Staff Report Part 1

A Copy of the Cross-Device Tracking An FTC Staff Report Part 2

A Copy of the Cross-Device Tracking An FTC Staff Report Part 3

A Copy of the Cross-Device Tracking An FTC Staff Report Part 4




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