ABC to assess compliance with online behavioural advertising

ABC, the industry body for UK media measurement, has this week been approved by the European Interactive Digital Advertising Alliance (EDAA) to be a certification provider for online behaviour advertising (OBA).

In the new role, ABC – in partnership with Evidon, whose technology reports online data collection – will be tasked to check that companies that use browsing history to target customers with specific ads are conducting themselves in a proper manner.

As an EDAA-approved certification provider, ABC will be responsible for independently assessing compliance with the European Principles on OBA and issuing the EDAA Trust Seal to companies that can demonstrate they meet the standards required.

The European Principles on OBA will be actively enforced by national self-regulatory organisations across Europe based on the consumer complaints they receive.

“We are excited to embark on this new trust phase of the EU Self-Regulatory Programme,” said
Oliver Gray, director-general of the EDAA. “With the approval of ABC collaborating with Evidon, we are looking forward to benefiting from their combined expertise in offering credible independent certification services to the EU Programme.”

Jerry Wright, ABC chief executive, added: “We are delighted to be working with Evidon to create a robust and innovative solution for the industry. Together, we offer a simple, yet scalable and cost-effective way for businesses to achieve independently verified compliance with the European Principles for OBA.

“We are very pleased to be appointed by the EDAA to deliver a service that will help the EDAA progress its goals for our industry.”