The Digital Advertising Alliance (DAA) has released guidelines for including an Online Behavioral Advertising (OBA) icon on behaviorally targeted ads.
The icon initiative is key to the ad industry's attempts to convince government officials that no new privacy regulations are needed..
Here are the icons:
The key question is this: Who is responsible for incorporating the icon on OBA creative? The Media? Networks? Advertisers?
As of today, most advertisers can rely on third parties and networks for compliance. It’s worth staying informed on this subject, however, so we’ve written a white paper. You can download it here (PDF).