2012-09-14T12:09:01-05:00 2011-12-31 410746749 CLIFTONLARSONALLEN LLP 4250 N FAIRFAX DRIVE SUITE 1020 ARLINGTON VA 22203 990 2011-01-01 273267081 COMMITTEE FOR DIGITAL ADVERTISING AND MARKETING ACCOUNTABILITY COMM 2027097360 1615 L ST NW NO 1100 WASHINGTON DC 20036 LOU MASTRIA 2027097360 2012-09-11 1 JENNIFER M ALDRIDGE P01337664 5712279500 2011 2016-02-24 21:20:13Z DIGITAL ADVERTISING ALLIANCE LOU MASTRIA C/O DMA 1120 AVENUE OF THE AMERICAS 13TH FL NEW YORK NY 10036 1293618 0 X WWW.ABOUTADS.INFO X 2010 DC THE COMMITTEE FOR DIGITAL ADVERTISING AND MARKETING ACCOUNTABILITY PROMOTES DIGITAL ADVERTISING STANDARDS DESIGNED TO PREVENT TRADE ABUSES AND TO PROVIDE CONSUMERS WITH ENHANCED CONTROL OVER THE COLLECTION AND USE OF WEB WIEW DATA FOR ONLINE BEHAVIORAL ADVERTISING. 5 5 0 5 0 0 140100 0 260000 696118 0 0 0 597500 400100 1293618 0 0 0 0 62571 191157 0 0 0 195175 579038 257746 770195 142354 523423 142354 665777 0 0 142354 665777 X THE COMMITTEE FOR DIGITAL ADVERTISING AND MARKETING ACCOUNTABILITY PROMOTES DIGITAL ADVERTISING STANDARDS DESIGNED TO PREVENT TRADE ABUSES AND TO PROVIDE CONSUMERS WITH ENHANCED CONTROL OVER THE COLLECTION AND USE OF WEB VIEW DATA FOR ONLINE BEHAVIORAL ADVERTISING. 0 0 PROMOTE COMPLIANCE WITH ESTABLISHED DIGITAL ADVERTISING STANDARDS THROUGH INCREASED TRANSPARENCY:OUR PRINCIPLES REQUIRE COMPANIES TO PROVIDE, "CLEARER AND EASILY ACCESSIBLE DISCLOSURES TO CONSUMERS ABOUT DATA COLLECTION AND USE PRACTICES ASSOCIATED WITH ONLINE BEHAVIORAL ADVERTISING (OBA)." DAA ALLOWS COMPLIANT ENTITIES TO USE THE ADVERTISING OPTION ICON WITHIN OR NEAR ONLINE ADVERTISEMENTS OR ON WEB PAGES WHERE OBA IS OCCURRING. IN OCTOBER 2010, THE DAA BEGAN LICENSING OUT THE ICON. BY THE END OF 2011, 200 COMPANIES WERE USING THE ICON, GENERATING OVER 50 BILLION AD IMPRESSIONS.GOING FORWARD, THE DAA EXPECTS A CONTINUED EXPANSION IN THE NUMBER OF COMPANIES USING THE ADVERTISING OPTION ICON AS A METHOD OF INCREASING TRANSPARENCY. BY THE END OF 2012, THE DAA PREDICTS THAT AT LEAST 325 COMPANIES WILL BE UTILIZING THE ICON ON THEIR OBA ADS. THE DAA ALSO EXPECTS THAT THE ICON WILL GAIN ACCEPTANCE AS A "TRUST" SEAL FOR CONSUMERS AND BUSINESSES. PROMOTE COMPLIANCE WITH ESTABLISHED DIGITAL ADVERTISING STANDARDS THROUGH ENHANCED CONSUMER CONTROL:THE PRINCIPLES REQUIRE THE INDUSTRY TO PROVIDE, "CONSUMERS WITH AN EXPANDED ABILITY TO CHOOSE WHETHER DATA IS COLLECTED AND USED FOR ONLINE BEHAVIORAL ADVERTISING PURPOSES." IN ORDER TO ENCOURAGE THIS TYPE OF CONSUMER CHOICE, THE CORPORATION CREATED THE ABOUTADS CONSUMER OPT-OUT PAGE, WHERE CONSUMERS CAN EASILY OPT-OUT OF SOME OR ALL OF THE INTEREST-BASED ADS THEY RECEIVE, IF THEY SO CHOOSE. THE CONSUMER OPT-OUT PAGE (COOP) LAUNCHED IN OCTOBER OF 2010, AND HAD 85 COMPANIES LISTED BY THE END OF 2011.THE DAA IS ACTIVELY WORKING TO INCREASE THE NUMBER OF COMPANIES LISTED ON THE COOP, AND AIMS TO HAVE AT LEAST 95% OF THE INDUSTRY LISTED ON THE PAGE BY THE END OF 2012. CONDUCT EDUCATION OUTREACH TO CONSUMERS AND BUSINESSES:THE DAA DEVELOPS BROAD COMMUNICATIONS THAT EDUCATE CONSUMERS AND BUSINESSES ABOUT ONLINE BEHAVIORAL ADVERTISING AND THE PRINCIPLES. IN THE PAST YEAR, THE CORPORATION HAS DEVELOPED AN ADDITIONAL SET OF SELF-REGULATORY PRINCIPLES, THE MULTI-SITE DATA PRINCIPLES, AND HAS LAUNCHED A CONSUMER EDUCATION CAMPAIGN WITH OVER 1.5 BILLION COMMITTED IMPRESSIONS. IN 2012, THE DAA PLANS TO INCREASE ITS OUTREACH EFFORTS EVEN FURTHER. THE DAA PLANS TO RUN NUMEROUS WEBINARS, PRESENTATIONS, AND TRAINING SESSIONS. ADDITIONALLY, THE DAA WILL CONTINUE TO GROW ITS REACH AS IT EXPANDS EXISTING PRINCIPLES, AND CREATES ENTIRELY NEW ONES. APPROVED PROVIDERS:THE DAA HAS CONTRACTED WITH THREE OUTSIDE COMPANIES TO ALLOW THEM TO PROVIDE COMPLIANCE ASSISTANCE TO COMPANIES THAT ASK FOR IT. THESE COMPANIES ARE ALLOWED TO UTILIZE OUR ADVERTISING OPTION ICON ON BEHALF OF CLIENTS WHO HAVE SIGNED OUR AGREEMENT. THE DAA CURRENTLY HAS 3 APPROVED PROVIDERS. 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 7 0 0 0 0 0 0 0 0 X 5 5 0 0 0 0 1 1 1 1 1 0 0 1 0 0 0 0 0 0 X LOU MASTRIA CO DIRECT MARKETING ASSOCIATION 2027097360 1120 AVENUE OF THE AMERICAS 13TH FL NEW YORK NY 10036 DAN JAFFE 5.00 X 0 0 0 DICK O'BRIEN 5.00 X 0 0 0 LINDA WOOLLEY 5.00 X 0 0 0 MIKE ZANEIS 5.00 X 0 0 0 MARC GROMAN 5.00 X 0 0 0 CLARK RECTOR 5.00 X 0 0 0 CHUCK CURRAN 5.00 X 0 0 0 PETER KOSMALA 50.00 X 101294 0 25323 101294 0 25323 1 0 0 0 VENABLE LLP 575 7TH ST NW WASHINGTON DC 20004 LEGAL SERVICES 346641 1 APPROVED PROVIDER 900099 350000 350000 CONSUMER OPT-OUT PAGE 900099 246118 246118 PRINCIPLES COMMITTEE 900099 100000 100000 696118 597500 597500 1293618 696118 0 597500 126617 64540 346641 7630 86000 62848 3663 19703 12131 18632 DC TAXES 21390 JOB HIRING ANNOUNCEMENT 400 770195 142354 665777 142354 665777 0 0 X 142354 665777 142354 665777 142354 665777 523423 0 X 0 0 0 1 1 0 FORM 990, PART VI, SECTION A, LINE 6 THERE ARE TWO TYPES OF PARTICIPANTS IN THE DAA: ADVERTISING AND MARKETING TRADE ASSOCIATIONS AND OTHER ENTITIES (COMPANIES, ASSOCIATIONS, ETC.) THAT ARE INVOLVED IN OR SUPPORT DIGITAL ADVERTISING. THE FIRST GROUP, THE ASSOCIATIONS, ARE THE MEMBERS OF THE DAA. EACH OF THESE TRADE ASSOCIATIONS ELECTS A BOARD MEMBER AND PROVIDES SERVICES AND SUPPORT TO THE DAA. THE SECOND GROUP, THE OTHER ENTITIES, ARE DIGITAL ADVERTISING COMPANIES THAT SUPPORT THE PROGRAM FINANCIALLY THROUGH THE DAA CERTIFICATION ACTIVITIES AND THE PAYMENT FOR THE USE OF DAA'S INTELLECTUAL PROPERTY, PARTICIPATION IN DISCUSSIONS REGARDING THE EXPANSION OF THE DAA'S SELF-REGULATORY CERTIFICATION PROGRAM, OR FOR THE ABILITY OT CERTIFY THAT OTHER COMPANIES ARE COMPLYING WITH THE DIGITAL ADVERTISING INDUSTRY'S CODE OF CONDUCT. WHILE THESE ENTITIES ARE CONSIDERED MEMBERS OF THE ASSOCIATION FOR ITS GOVERNANCE PURPOSES, THE FINANCIAL AND OTHER SUPPORT PROVIDED THROUGH PARTICIPATION IN DAA'S CERTIFICATION PROCESSES CONSTITUTES "MEMBERSHIP SUPPORT." SEE E.G. PLR XXX-XX-XXXX. FORM 990, PART VI, SECTION A, LINE 7A THE ADVERTISING AND MARKETING ASSOCIATIONS THAT ARE MEMBERS OF THE DAA EACH ELECT AN INDIVIDUAL TO THE BOARD OF THE DAA. FORM 990, PART VI, SECTION A, LINE 7B THE ADVERTISING AND MARKETING ASSOCIATIONS THAT ARE MEMBERS HAVE THE RIGHT TO APPROVE AMENDMENTS TO THE ORGANIZATION'S ARTICLES OF INCORPORATION AS WELL AS APPROVE OF ANY DECISIONS TO DISSOLVE, MERGE, OR CONSOLIDATE. FORM 990, PART VI, SECTION B, LINE 11 THE DAA'S FORM 990 WAS REVIEWED BY ITS BOARD OF DIRECTORS, ITS MANAGING DIRECTOR, AND ITS GENERAL COUNSEL. FORM 990, PART VI, SECTION C, LINE 19 THE ORGANIZATION DOES NOT MAKE ITS GOVERNING DOCUMENTS, CONFLICT OF INTEREST POLICY, AND FINANCIAL STATEMENTS TO THE PUBLIC.