Hot Topics in Online Behavioral Advertising for 2015 Explored!
Considering the commercial potential of Online Behavioral Advertising (OBA), numerous companies have been using this Internet marketing technique to determine consumer’s interests and preferences. In OBA, advertisers and marketers deliver advertising that may be relevant to the user based upon previous website visits recoded by cookies placed on user's computers.
Often, users are un-aware of OBA and usually do not clear cookies from their computers. This has raised privacy concerns from regulators, policymakers, consumer advocates, and trade organizations. Recently, the Federal Trade Commission (FTC) called for more robust and effective self-regulation of OBA. The Digital Advertising Alliance (DAA), a federation of leading advertising trade associations, has established a set of guidelines to provide control to consumers over the collection and use of data for OBA purposes.
Understanding and implementing OBA best practices to effectively balance the needs of consumers and business, and to build consumer trust in the online marketplace, is an important and complex task. To comply with on-line advertising regulations, companies should publish privacy policies, ensure security, limit data retention and third party dissemination of information, and obtain consent a priori for release and use of personal information. Furthermore, many web site owners would be wise to address compliance regarding the personal information of website visitors who are minors.
In a two hour live webcast, a panel of thought leaders and practitioners assembled by The Knowledge Group will discuss Online Behavioral Advertising, help the audience to better understand compliance with the latest regulatory issues, and offer best practices in developing sound online advertising policies.
Key topics include:
- Online Behavioral Advertising
- OBA Advantages and Disadvantages
- Digital Advertising Alliance (DAA) Self-Regulatory Program
- Coverage, Limitation and Requirements
- Guidelines and Principles for Commercial Websites
- Personal Information and Minors
- Information Security Protocols
- Compliance and Litigation Risks
- Regulatory Developments
Melanie Natasha Howard, Senior Attorney
Michelman & Robinson LLP
- OBA Legal Landscape
- U.S. v. EU
- Types of claims (class actions, state attorneys general, FTC enforcement)
- Damages, remedies and potential exposure
- Litigation Trends
- Current and upcoming/proposed legislation
- Heightened enforcement re minors and privacy issues
- OBA Best Practices to Mitigate Legal Exposure
Melissa Pittaoulis, Senior Consultant
NERA ECONOMIC CONSULTING
Surveys may provide useful evidence in litigation or enforcement actions concerning OBA.
Surveys can be used for:
- Determining whether consumers understand their data are being collected, notice disclosures, or are aware of opt-out options.
- Estimating the value consumers place on their personal information.
This presentation will describe the methodologies that can be used for these various objectives and discuss the strengths and weaknesses of the different approaches.
Genie Barton, Director, Interest Based Advertising Accountability
Advertising Self-Regulatory Council
- Industry self-regulation of OBA (which we call interest-based advertising, or IBA)
- What the self-regulatory principles require
- Compliance monitoring and accountability
- New mobile guidance
- Where interest-based advertising is headed
- Issues regulators are concerned about
- Personalization that leads to unfairness or discrimination
- Targeting around sensitive data
- Targeting that denies access to important benefits such as educational opportunities, promotions, credit in situations outside the Fair Credit Reporting Act
Who Should Attend:
- Brand Managers
- Marketing Directors
- Marketing/Sales Executives
- Advertising and Marketing Professionals
- Advertising Law Attorneys
- IT Officers
- Other Related/Interested Professionals and Organizations
Melissa A. Pittaoulis is a Senior Consultant at NERA Economic Consulting where she participates in the intellectual property, antitrust, and mass torts practice groups. She received her B.A. from La Salle University and her M.A. and Ph.D. from Temple University, all in sociology.
Dr. Pittaoulis is an expert on survey research and statistical sampling. She has extensive experience working on surveys used in intellectual property disputes concerning false advertising and trademark and trade dress infringement. In the area of trademark and trade dress infringement, Dr. Pittaoulis' project experience includes participating in the design of surveys used to establish likelihood of confusion, secondary meaning, and genericness. Dr. Pittaoulis has also designed and evaluated willingness to pay and hypothetical choice surveys in both patent infringement and consumer class action cases. She has experience conducted surveys using different modes of data collection, including telephone, mall-intercept, and the Internet.
Melissa A. Pittaoulis is a Senior Consultant at NERA Economic Consulting where she participates in the intellectual property, antitrust, and …
A member of M&R ‘s Advertising & Digital Media Group, Melanie Natasha Howard’s practice involves litigating complex civil disputes in state and federal courts. She has extensive experience with matters involving false advertising claims, corporate governance issues, and breach of contract, fraud, torts, and unfair competition. Ms. Howard advises clients on e-discovery issues, assists in establishing document retention policies, and handles all aspects of case management, from the initial stages of a dispute to resolution. In addition to advertising and digital media, she focuses her practice on the financial services and insurance industries. Ms. Howard has been named to the Southern California Super Lawyers Rising Stars from 2012-2015.
A member of M&R ‘s Advertising & Digital Media Group, Melanie Natasha Howard’s practice involves litigating complex civil disputes in state and …
Genie Barton is Vice President of the Council of Better Business Bureaus and Director of the Advertising Self-Regulatory Council’s Online Interest-Based Advertising Accountability Program (Accountability Program) and Mobile Marketing Initiatives. The Accountability Program provides independent enforcement of the Self-Regulatory Principles for Online Behavioral Advertising and the Multi-Site Data Principles, which provide industry developed standards for tailored advertising and forbid the use of advertising data for entitlement decisions such as insurance or employment. The Accountability Program will also serve, along with DMA, as the compliance agent for new DAA programs as enforcement begins.
Previously, Ms. Barton served as Vice President & General Counsel of USTelecom, the Broadband Association. Before moving to the private sector, Ms. Barton had a distinguished career spanning all branches of the Federal government. She began her legal career by clerking on the DC Circuit. She then held a number of senior positions, including serving as legislative counsel in the General Counsel’s Office of the Department of Commerce representing NTIA, NIST and the PTO. She also held the position of Solicitor to the Board of the Congressional Office of Compliance and served in a number of senior posts in the Wireless Telecommunications Bureau and the Office of the General Council of the Federal Communications Commission.
Ms. Barton takes an active role as a speaker on privacy issues. She is co-chair of the Federal Communications Bar Association’s Committee on Privacy and Data Security and Continuing Legal Education. She is a summa cum laude graduate of Oxford University and the George Washington Law School.
Genie Barton is Vice President of the Council of Better Business Bureaus and Director of the Advertising Self-Regulatory Council’s Online …
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Council of Better Business Bureaus
About NERA ECONOMIC CONSULTING
NERA Economic Consulting (www.nera.com) is a global firm of experts dedicated to applying economic, finance, and quantitative principles to complex business and legal challenges. For over half a century, NERA’s economists have been creating strategies, studies, reports, expert testimony, and policy recommendations for government authorities and the world’s leading law firms and corporations. We bring academic rigor, objectivity, and real world industry experience to bear on issues arising from competition, regulation, public policy, strategy, finance, and litigation.
NERA’s clients value our ability to apply and communicate state-of-the-art approaches clearly and convincingly, our commitment to deliver unbiased findings, and our reputation for quality and independence. Our clients rely on the integrity and skills of our unparalleled team of economists and other experts backed by the resources and reliability of one of the world’s largest economic consultancies. With its main office in New York City, NERA serves clients from more than 25 offices across North America, Europe, and Asia Pacific.
About Michelman & Robinson LLP
Michelman & Robinson, LLP (M&R) is a national law firm that offers an Advertising & Digital Media Department with a large West Coast and East Coast presence, uniquely positioning us to service national clients that operate in diverse market sectors. Our attorneys provide in-depth legal services to traditional advertising, creative, and media buying agencies; advertisers, multi-channel networks; Internet publishers and other content providers. We represent clients throughout every corner of the digital ecosystem, constantly staying abreast of changing trends and developments. We are nimble and forward thinking, and our practice continually expands with each new technological innovation. For more information, please visit www.mrllp.com.
About Council of Better Business Bureaus
Council of Better Business Bureaus (BBB):
The Council of Better Business Bureaus is the umbrella organization for 112 local, independent Better Business Bureaus across North America, as well as home to its national programs on dispute resolution, advertising review, and industry self-regulation. For more than 100 years, Better Business Bureau has been helping people find businesses, brands and charities they can trust. In 2014, people turned to BBB more than 165 million times for BBB Business Reviews on more than 5.4 million businesses and Charity Reports on 11,000 charities, all available for free at bbb.org. The Council of Better Business Bureaus is the umbrella organization for 112 local, independent BBBs across North America, as well as home to its national programs on dispute resolution, advertising review, and industry self-regulation.
The Advertising Self-Regulatory Council (ASRC) About Advertising Industry Self-Regulation: The advertising industry has pioneered the use of independent, transparent oversight to assure compliance with industry standards. More than 90 percent of advertisers who participate in the advertising industry's system of self-regulation voluntarily comply with its decisions. Failure to participate or to comply with decisions results in public referral to the appropriate government agency.
To learn more about supporting advertising industry self-regulation, please visit us at: www.asrcreviews.org