Hoping to convince consumers—as well as Congress–about the benefits of targeted advertising, the Digital Advertising Alliance (DAA), a coalition of media and marketing trade associations, has launched the 'Your AdChoices' public education campaign.
The campaign is also educating consumers on how to take greater control of their privacy.
Created pro bono by the Salt Lake City office of MRM, a McCann Worldgroup company, the 'Your AdChoices' campaign builds upon the DAA's two-and-a-half year effort to build best practices for the collection and use of data through its Advertising Option Icon.
A Major Push
It is the first major ad campaign—the New York Times calls it the largest domestic consumer privacy campaign to date–for the icon as well as DAA is also explaining what the icon is and how it helps users control ads they see online.
These are worrisome times for the online ad industry. Congress is showing more inclination than ever before to implement federal privacy controls on the Internet. Indeed, the Administration has forged two comprehensive privacy agreements with Google and Facebook in recent months. Now the industry is awaiting a final report from the Federal Trade Commission on online privacy.
"We’re on record as publicly committing to the Federal Trade Commission, to members of Congress and to consumers that education is a key component to a lot of the uses of data online," Stu Ingis, general counsel for the alliance, told the New York Times.
Will the Right Ads Find You?
The biggest message the coalition is hoping to deliver, of course, with the campaign is the benefit of targeted ads. The creatives impart this message well. In one ad, depicted on Ad Age, there is a hitchhiker standing by a lonely road, superimposed by an ad for discount travel. The caption reads "Will the Right Ads Find You?"–a play off of personal ads to "illustrate that somewhere out there, there's a perfect match for everyone," Ad Age says.