|CA’s Do Not Sell My InfoWith California’s “Do Not Sell My Personal Info” (DNS) mandate, DAA saw an opportunity to advance a privacy control experience for consumers that mirrors what’s been in market for the better part of a decade for opting out of data collection for interest-based advertising (IBA) with WebChoices and AppChoices.DAA’s new DNS tools for California citizens—built into the latest version of its AppChoices mobile app, and browser-based “Opt Out Tool” that is similar to WebChoices—enables third parties (ad tech) to complement first parties (site and app owners) in their own opt-out “do not sell my personal information” regimes for consumers.Overarching all of this is a new Privacy Rights icon that publishers can use on their sites and apps to extend transparency regarding their data “sales” practices—again mirroring the ubiquitous YourAdChoices icon they already see on footers and app settings for hundreds of companies and thousands of brands regarding data used for interest-based advertising.
While AAF strongly prefers a single national standard for data privacy, we are pleased to see these new CCPA-focused tools come to market. The goal is to help advertisers, agencies, publishers and ad tech companies manage this “new” privacy mandate and novel aspect of law. It is very possible other states could mimic what California has done.
DAA has rolled out a new Resources section related to the new Privacy Rights icon that publishers may use to convey their CCPA and “Do Not Sell My Personal Info” option(s) and disclosures on their digital properties and link to DAA’s DNS Opt Out Tool—both browser-based and app. Web forms to license the Privacy Rights icon and participate in DAA’s CCPA opt out-related tools are available there. The slides from the AAF/DAA privacy webinar are available there, with the full webinar available on the AAF website.
Meanwhile, as 50 states may further consider their own efforts to legislate in 2020—with new laws taking effect in California, Nevada and Maine as the last quarter and New Year passed—it’s paramount that we all work to manage the emerging patchwork. AAF and DAA are helping to drive the Privacy for America initiative to enact a comprehensive U.S. federal privacy law built upon a pragmatic, principled policy framework.