YourAdChoices Icon & Ad MarkerCreative Guidelines for VideoVERSION 1.1 MAY 2018

TableofContents

INTRODUCTION 2

SCOPE 2

WHENTOUSETHESEGUIDELINES 2

IABNEWADPORTFOLIO 2

IN-STREAMVIDEOADS 3

IN-PAGE/IN-BANNERVIDEOADS 3

IMPLEMENTATIONINSIDETHEVIDEOAD 4

SIZINGOFTHEADMARKER 4POSITIONINGOFTHEADMARKERFORIN-VIDEOPLACEMENT 4DURATIONOFADMARKERDISPLAY 6ADMARKERCLICKTHROUGH:OVERLAYORLINKINGEXPERIENCES 6

IMPLEMENTATIONOUTSIDETHEVIDEOAD 9

PLACEMENTOFTHEYOURADCHOICESICON&ADMARKERADJACENTTOTHEVIDEOAD 9OTHERFORMSOFPUBLISHERNOTICE 9

RESOURCES 10

ABOUTTHEDAA 10

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IntroductionTheDigitalAdvertisingAlliance(DAA)YourAdChoicesIcon&AdMarkerprovidesconsumerswithaccesstoenhancedtransparencyandchoiceforthecollectionofdataundertheDAAPrinciples.Throughworkinggroupsthatbroughttogetherexpertiseacrossthetechnological,creative,andoperationalaspectsofaddelivery,theDAAhasissuedguidelinesintendedtopromoteaconsistentconsumerexperiencewiththeYourAdChoicesIcon&AdMarker.TheseincludetheYourAdChoicesIcon&AdMarkerCreativeGuidelinesandtheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile.Theseguidelinesalsoprovidebestpracticesforimplementationtoassistmarketplaceparticipants.

Giventhediversityofvideoplayersandformatsacrossthedesktopandmobileenvironments,theDAArecognizesthatinsomecasesservingaclickableYourAdChoicesIcon&AdMarkerisnotpossibleinconnectionwithvideoads.1However,whenservingtheYourAdChoicesIcon&AdMarkerispossibleforparticipatingcompanies,theexamplespresentedintheseguidelinesareintendedtohelpsuchcompaniesdeliveraconsistentconsumerexperience.Moreover,theDAAfullyexpectstorevisetheseGuidelinesandexpandtheimplementationoptionsforvideoadsasinnovativenewapproachesemerge.

ScopeTheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1supplementtheexistingYourAdChoicesIcon&AdMarkerCreativeGuidelineswithimplementationrecommendationsspecifictovideoadformats.TheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1shouldbereadinconjunctionwiththeDAA’spreviouslyissuedguidelines;ifanissueisnotaddressedhere,itmayalreadyhavebeencoveredbytheDAA’sexistingguidelines.Forexample,issuesrelatingtocompanionadsforvideoadsareaddressedintheYourAdChoicesIcon&AdMarkerCreativeGuidelinesbecausethoseguidelinesaddressthegeneralissuesrelatingtodisplayadformatsandcompanionadsareservedinadisplayenvironment.

WhentoUseTheseGuidelinesVideoadscurrentlyarepresentedinmultipleformats,mostcommonlyin-streamaspartofthedeliveryofvideocontent,butalsoin“out-stream”formatswhereavideoadispresentedindependentofvideocontent(forexample,freestandingin-pageorin-bannervideoads).

TheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoV1.1areintendedtoprovideguidanceforvideoadsinwhichanentityisseekingtoprovideauserwithenhancedtransparencyconsistentwiththeDAAPrinciples.Theusecasesinclude,butarenotlimitedto,in-streamformats(pre-roll,mid-roll,andpost-roll)andotherformatssuchasin-pageandin-bannervideoads.

IABNewAdPortfolioTheIABNewAdPortfolioreplacesallthepreviouscreativedisplayguidelinesformobileanddesktop—includingtheUniversalAdPackage(UAP),richmediaunits,andotheradunits’relatedguidance.TheIABissuedaTransitionGuideinJuly2017andasofJanuary2018,theadunitsintransition(forexample,“RisingStars”)havebeendelisted.

1Forexample,videoadsinVAST2.0formatdonotnativelysupporttheinclusionofaclickableAdMarker.VAST3.0and4.0dosupporttheclickableAdMarker.

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Theportfolio’snewHTML5adunitsarebasedonaspectratioandsizerangeratherthanfixedpixelsizesandincorporatestheLEANPrinciplesoflightweight,encrypted,AdChoices-supported,andnon-invasiveadvertisingwithinallmobile,display,andnativeadformats.Flexible-sizedadunitsallowforaddeliveryacrossmultiplescreensizesandintegrationwithresponsivewebsitedesign.Thecreativedesigncanscaletodifferentscreensizes.TheYourAdChoicesIcon&AdMarkersizingandplacementpixel-basedspecificationsintheseguidelinesshouldbemaintainedwhentheadisscalingtodifferentscreensizes.In-StreamVideoAdsIn-streamvideoadstypicallyrunbefore(pre-roll),inthemiddle(mid-roll),orafter(post-roll)streamingvideocontentandmaybeaccompaniedbyacompanionad.Figure1(a):ExampleofanIn-StreamVideoAd.

Figure1(a)In-Page/In-BannerVideoAdsIn-pagevideoadscanplayeitheraspartofanIABFLEXaspectratioadsize,orlarge-formatdisplayadunit,orasastand-alonevideoadwithinawebpage.Figures1(b)&1(c):ExamplesofVideoAdsthatRunIn-PageandIn-Banner.

Figure1(b) Figure1(c)

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ImplementationInsidetheVideoAdDependingonthevideoplayeroradformat,theYourAdChoicesIcon&AdMarkermaybeservedasanoverlayinvideoads.2Whenanoverlayispossible,thissectionprovidesexamplesofappropriateimplementation.Ifaplayerformatdoesnotpermitthedisplayofanoverlay,aservingentitymayemploythealternativeapproachescoveredlaterintheseguidelines.SizingoftheAdMarkerAsexplainedintheYourAdChoicesIcon&AdMarkerCreativeGuidelines,theAdMarkerconsistsoftheYourAdChoicesIconandaccompanyingapprovedtext(suchas“AdChoices”)inArialRegularfont.

Figure2:IconandIconwithaccompanyingapprovedtextTheYourAdChoicesIcon&AdMarkerCreativeGuidelinesprovidesizinginformationfortheYourAdChoicesIcon(aminimumof12x12pixels)andfortheAdMarker(“AdChoices,”71x16pixels,e.g.),regardlessoftheaspectratioofthetotaladsize,andguidanceontheuseofanexpandableversionoftheicon.Fontandcontaineropacityarealsospecificallyaddressed,aswellasthepermissibleiconcolorpalette.3Similarly,issuesrelatingtotheexpansionoftheYourAdChoicesIconviahoverareaddressedintheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile.ThisincludestheuseofaninvisibletouchpadareatofacilitateinitialuserinteractionwiththeIcon.TheassumptionfortheusecasesaddressedinthisversionoftheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforVideoisthattheusercaninteractwiththeYourAdChoicesIcon&AdMarker,whetherbyclickorscreentouch.PositioningoftheAdMarkerforIn-VideoPlacementTheYourAdChoicesIcon&AdMarkershouldnotcoverplayercontrolsorotherelementsoftheplayer.WheneithertheYourAdChoicesIcon&AdMarkerisplacedinsidethevideoadunit,itmaybeplacedbytheservingentityinanyofthefourcornersofthevideoadunit.Thisflexibleapproachisnecessarybecauseofthefollowingconsiderations:

• TheDAA’sdisplayguidelinesgenerallyadvisethatcompaniesdefaulttotheupperrighthandcornerofthecreativesoastominimizethepossibilityofduplicationorvisiblecollisioninAdMarkerdeliverybymultipleentities.However,giventhatplayerformatsandthepositioningof

2ServingtheYourAdChoicesIcon&AdMarkerforin-videoimplementationmayrequireintegrationviacustomJavascript,VPAID,and/orVAST3.0or4.0.TheIAB’sVPAIDspecificationcanbedownloadedhere.TheIAB’sVASTspecificationcanbedownloadedhere. 3 See“AppendixA:IconColorSpectrumWheel”withintheYourAdChoicesIcon&AdMarkerCreativeGuidelines.

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playercontrolsmayvaryamongvideoads,implementingcompaniesmaychoosealternatecornersinordertoavoidconflictsinuserinteraction.

• Otherfactors,suchasthecoloringofthevideoadcreativeandavoidingconflictwithembeddedcallstoaction,maysimilarlynecessitateflexibilityfortheservingentityinchoosingwhichcornertoprovidetheAdMarker.

TheYourAdChoicesIcon&AdMarkershouldnot“float”withinthevideoad.ConsistentwiththeDAA’spriorguidance,theYourAdChoicesIcon&AdMarkerisplaceddirectlyinthecorneroftheadwithnospacing.Similarly,whentheYourAdChoicesIconisusedinconjunctionwithapprovedtext,theiconshouldbeplacedintheimmediatecorneroftheadwiththeapprovedtextadjacenttotheicon.Figures3(a)&(b):Examplesoficonplacement:Upperleft-handcornerofpre-rollvideo,showingboth(a)collapseddisplay(Icononly)and(b)expanded(fullAdMarkerusing“AdChoices”)

Figure3(a)

Figure3(b)

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Toaccommodateotherinteractiveelementswithinthevideoad,onepossibleapproachistoallowfor16pixelsofspaceatthetoporbottomofthevideoadtoallowfortheplacementoftheYourAdChoicesIconorAdMarker.Figure4:Exampleoficonplacementcombinedwith16-pixelspacebeloworabovetheinteractiveelement.

Figure4DurationofAdMarkerDisplayDisplayoftheAdMarkershouldpersistthroughtheentiretyofthevideoad,aspermittedbynetworkperformance.Ifthevideoadcontainsaninteractiveelement(suchasamicrosite),whentheusersuspendsthevideoadtoengagewiththiselement,thenitisnotnecessarytodisplaytheAdMarkerwithintheinteractiveelementprovidedthattheAdMarkerremainsdisplayedinthevideoaditselfwhentheuserresumesengagementwiththevideoad.AdMarkerClickthrough:OverlayorLinkingExperiencesWhenauserclickstheYourAdChoicesIconorAdMarker,thepreferredapproachisthattheservingentityopensanoverlay,asthismaintainstheuser’sdirectinteractionwiththevideocontentorin-pagevideoad.However,ifthisimplementationisnotfeasible,thenservingentitiesmaylinktodisclosureinanewwindow.OverlayApproachTheservingentitymaypausethevideoadoncetheuserengageswiththeYourAdChoicesIcon&AdMarkertoopenanoverlay,andresumeplayingthevideoadwhentheuserclicksorotherwiseactivatesaresumefunction,orclosestheoverlay.Alternatively,aslongasthein-adoverlaydoesnotcoverthemajorityoftheplayerinterface,theservingentitymayelecttohavetheadcontinuetoplaybehindtheoverlay.

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WhentheuserclickstheYourAdChoicesIconorAdMarker,theoverlayopensandthevideowilleitherpauseorcontinuetoplayifapartialscreenoverlayispresented.Figures5(a)&(b)–Examplesofoverlaysforpausedads.

Figure5(a)

Figure5(b)Theoverlaymayfilltheentirespaceoccupiedbythevideoad.Thetextoftheoverlaymayincludethefollowingelements:

• Alinkorbuttonthatlinkstothepreferencemanagerpage• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent

withtheDAAPrinciples• Linkstopertinentprivacydisclosures• Linktoanindustry-developedchoicetool

Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumeadplayback.Incertaincircumstances,theimplementingentitymayelectnottopausethevideoadwhileservingtheoverlay.Ifthevideoadisnotpaused,theoverlayshouldcoverlessthan50%ofthevideoadcreative.However,inmobileformatswhereviewerlegibilityoftheoverlaymaybeanissue,anoverlaythat

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coversasubstantialportionofthevideomaybeimplementedtoaccommodatethetextofanyconsumer-facingdisclosureandcalltoactiontotheusertoexercisechoice.

Figure6:Exampleofanoverlaydisplayedinmobileformatwherethevideocontinuesplaying.Similartotheoverlaysserveduponvideopause,theoverlayinthisscenariomayincludethefollowingelements:

• Alinkorbuttonthatlinkstothepreferencemanagerpage;• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent

withtheDAAPrinciples;• Linkstopertinentprivacydisclosures;• Linktoanindustry-developedchoicetool

Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumetheplayingofthevideoad.NewWindowApproachIfanoverlayapproachisnotfeasible,servingentitiescanopenanewwindowonuserclickthrough.Similartotheoverlayapproach,thedisclosuremayincludethefollowingelements:

• Alinkorbuttonthatlinkstothepreferencemanagerpage;• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent

withtheDAAPrinciples;• Linkstopertinentprivacydisclosures;• Linktoanindustry-developedchoicetool

Figure7:Exampleofnewwindowdisclosure

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Servingentitiesmayalsolinktoapreferencemechanismselectedbytheservingentity,providedtheconsumerreceivesthedisclosuresotherwiserequiredbytheDAAPrinciples.ImplementationOutsidetheVideoAdPlacementoftheYourAdChoicesIcon&AdMarkerAdjacenttotheVideoAdEntitiesthatwishtoservetheYourAdChoicesIcon&AdMarkeradjacenttotheadmayusethesameapproachespreviouslyrecommendedintheYourAdChoicesIcon&AdMarkerCreativeGuidelines,workingwithpublisherstosecuresuchplacement.Thisapproachmaybeneededwhentherearelimitationsontheplacementofoverlaysforthevideoadunit.Specificexamplesofsuchimplementationinconnectionwithvideoadswillbepresentedinsubsequentversionsofthisdocument.OtherFormsofPublisherNoticePublishersseekingtoprovidealternativeplacementoftheYourAdChoicesIcon&AdMarkerinconnectionwithvideoadsmayemploytheadditionalformsofYourAdChoicesIcon&AdMarkerplacementcoveredinthepriorguidelines,includingfooterplacementandin-appimplementationapproachescoveredintheYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobile(whichinclude,forexample,theplacementoftheIconatthepointofappdownloadandwithinsettingsmenusforapps).

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ResourcesYourAdChoicesIcon&AdMarkerCreativeGuidelinesYourAdChoicesIcon&AdMarkerCreativeGuidelinesforMobileWebsite&MobileWebGuidanceforFirst&ThirdPartiesMobileAppGuidanceforFirst&ThirdPartiesApplicationoftheDAAPrinciplesofTransparencyandControltoDataUsedAcrossDevicesApplicationoftheSelf-RegulatoryPrinciplestotheMobileEnvironmentSelf-RegulatoryPrinciplesforMulti-SiteDataSelf-RegulatoryPrinciplesforOnlineBehavioralAdvertisingIABNewAdPortfolioAbouttheDAATheDAAestablishesresponsibleprivacypracticesacrossindustryforrelevantdigitaladvertising,providingconsumerswithenhancedtransparencyandcontrolthroughmultifacetedprinciplesthatapplytoMulti-SiteData,Cross-AppData,PreciseLocationData,andPersonalDirectoryDatagatheredineitherdesktopormobileenvironments,includingacrossassociateddevices.TheDAAisanindependentnon-profitorganizationledbyleadingadvertisingandmarketingtradeassociations.

FoundingAssociations