EXTENDING THE PROGRAMME TO

MOBILE

The European solution

The “Addendum”(Application of the IAB Europe Framework for

Online Behavioural Advertising in the Mobile

Environment)

The Addendum – a quick recap

• Marks the beginning of a process to cover self-regulation for

OBA on mobile in Europe

• Built on core principles to give users transparency & control

over:

1. Cross-app data

2. Location data

3. Personal Device Data

Transparency on mobile

Control in the mobile environment

Mobile web Industry app solution

(US only for now!)

The EASA BPR on OBA

Proposed amendments:

• Scope and application

• Integrating ‘Mobile Addendum’

• Compliance processes

• Clarity on company certification

• SRO enforcement

• Basis for extension of code provisions

Draft amendments to

OBA BPR Redline SR

(APR 16) ITEM 5A

Draft BPR Amendments in more detail

• Introduction (pp. 4-5)

• Future-proofing (link to EASA site)

• Explanation of European Principles documents

• Clarification re market coverage

• Reference to independent certification process

• Note of review

• Summary (pp. 6-7)

• OBA Consumer Choice Platform

• ICC Code now in place

Draft BPR Amendments in more detail

• Section 1 (pp. 8-10)

• Up-to-date EASA text “What is an EASA BPR?”

• Clarifying application of BPR to ad tech businesses (ad

networks, OBA partners, ad servers, etc.)

• Online activity replaces web browsing activity

• Commitment needed – timeframe SRO implementation

Draft BPR Amendments in more detail

Section 2 (pp. 11-22)

• Specific inclusion of online video advertising

• All definitions adapted to include mobile app use

• New definition: “App Provider”

• Remove reference to specific ad networks (Google, Yahoo,

Microsoft)

• Clarification that Icon permitted on all ads (not OBA only)

• Signatory companies changed to participating companies

• Reference to EDAA

• Reference to certification process

• B2B Seal amended to Trust Seal

Draft BPR Amendments in more detail

• Section 3 (pp. 23-39)

• Split in two (3a – OBA Framework; 3b – Mobile Addendum)

• Framework and Addendum untouched

• Section 4 (pp. 40-48)

• Expanded flowchart (detailing agreed SRO complaint

handling & enforcement processes)

• Determination of ‘Country of Origin’ for OBA purposes

• Role of self-certification and independent verification of

compliance (resulting in award of Trust Seal)

Draft BPR Amendments in more detail

• Section 5 (p. 49)

• Clarification that approach focused on Third Parties;

optional icon use for Web Operators (last para)

• Section 6 (p. 50)

• Clarification of annual nature of certification

• Minor elaboration on certification processes

• Sections 7-10 (pp. 51-65)

• Amended to Annexes to the BPR, rather than Sections of the

BPR (more readily replaced by updated EASA materials)

What’s next?Your input is requested!

• 2-3 week initial SRO consultation period –

feedback by EOB Wed 4 May

• 4 – 11 May: document clean-up (incl. SRO telco)

• 12 May: proposed amendments to be circulated

to OBA Steering Group (incl. SROs)

• 26 May: Discussion w/stakeholders in OBA SG

• Circulation of approved amendments for sign-off

by EASA Board

Thank you!

Questions?

FURTHER INFORMATION

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