Digital Advertising Alliance Launches Initial Certification Process for Addressable Media Identifiers (AMI)


AMI providers must certify compliance with the AMI policy framework; TrustArc to Expand DAA Role to Serve as Initial Certification Partner; LiveRamp first vendor to undergo certification; The Prebid Addressability Framework will be the initial software service

NEW YORK, May 3, 2022 /PRNewswire/ — Today, the Digital Advertising Alliance (DAA) announced the launch of its initial certification process for Addressable Media Identifier (AMI) vendors. AMIs are used to enable relevant advertising, optimized results, measurement tools and other important features with new privacy safeguards for ad-supported digital content and services enjoyed by millions of consumers worldwide .

“In more than a decade, the DAA has built the advertising industry’s leading independent self-regulatory platform for interest-based advertising, and the AMI certification process is the next logical step in our efforts. “, said Lou MastriaCIPP/US, Executive Director of the DAA. “The DAA has continually adapted our industry guidelines and consumer tools to keep pace with new technologies and industry changes, and we are proud to continue to evolve our program with important new cross-industry privacy, including prohibited uses of data.”

Companies that have issued or plan to issue AMIs must attest to their compliance with the Policy Framework for Addressable Media Identifiers published by the advertising industry earlier this year. The AMI Policy Framework is designed to ensure that AMI users and providers continue to protect consumer privacy by delineating both explicitly permitted data uses and prohibited data uses. AMIs also provide meaningful choices for consumers, publishers, agencies, and advertisers, and they maintain essential functionality needed to deliver ad-supported content and services in the digital ecosystem.

TrustArc will serve as the DAA’s premier compliance partner for AMI certification, and will manage the review and attestation process by AMI vendors to verify their compliance with the AMI Policy Framework. TrustArc has long been an approved provider of compliance services for DAA. Its products and services have been used by countless companies as a method of proving DAA compliance and it will expand its role into this new area.

“TrustArc and the DAA have worked together for many years to provide compliance services around the AdChoices program, and we are excited to extend this relationship to serve as the DAA Compliance Partner for AMI Certification,” said TrustArc CEO chris babel. “As advertising technologies and privacy tools continue to evolve, TrustArc will help the digital advertising industry maintain the robust compliance mechanisms it needs to ensure consumer trust.”

Companies going through the initial certification process will receive a six-month interim certification, after which companies will receive full certification, pending successful completion of their requirements. The DAA will finalize comprehensive compliance guidelines to ensure the program is independently auditable and contractually enforceable. Additional certification providers or other certification options may be announced in the future.

Current DAA participant LiveRamp has committed to AMI certification for its pseudonymous, people-based RampID and Authenticated Traffic (ATS) solution. The DAA has also entered into participation discussions with other current and potential AMI providers, including many current DAA participants, and expects rapid expansion of the program.

“We strongly believe in the mission of the Digital Advertising Alliance and look forward to RampID becoming the first certified addressable media identifier,” said Travis ClingerSVP, Addressability and Ecosystem at LiveRamp. “With RampID and other certified AMIs helping to enhance consumer privacy and build trust, digital advertising can create a sustainable ecosystem that will support the future of the industry. Whether partners use RampID or use the solution of LiveRamp authenticated traffic to transact on other credential-trusted sites, we’re helping lead the industry into that future.”

Prebid Addressability Framework (PAF) is committed to being an initial software partner for the AMI Certification Program, working with AMI vendors, enterprises using AMIs, and DAA to develop a more consistent user experience and application transparency of consumer choices in the digital media ecosystem. . The PAF consumer controls for AMIs will complement the DAA’s existing choice tools, and the DAA will assess the need for any additional tools to support the new AMI framework safeguards.

“DAA certification is an important step in improving the transparency and accountability of digital advertising. It ensures marketers and media owners remain free to work with the supply chain partners of their choice, which which is central to Criteo’s goal of supporting a fair and open internet,” said Todd ParsonChief Product Officer at Criteo and PMC President of the Prebid Addressability Framework. “We’re also encouraged to see growing support for responsible AMIs that allow marketers and media owners to better connect with each other and the consumers they engage.”

The Policy Framework for Addressable Media Identifiers sets limits on permitted uses – such as security, analytics, legal compliance, and control-based advertising – while prohibiting the use of medical, financial, biometric and financial sensitive keys with the AMI. Additionally, the framework allows advertisers and other stakeholders to select AMI-related audiences that are comprised exclusively of consumers who have provided “opt-in” consent to receive online behavioral advertising, as these technologies mature. This flexible approach allows advertisers to meet the widely varying legal and regulatory requirements of different jurisdictions, as well as adopt custom standards that meet their business needs.

The certification process offered by the DAA is strongly supported by the wide range of advertising trade associations serving on the DAA’s Board of Directors, including the 4As, American Advertising Federation, ANA, Interactive Advertising Bureau and the Network Advertising Initiative. The Policy Framework for Addressable Media Identifiers was released by the Partnership for Responsible Addressable Media in February 2022before transferring the implementation of the ongoing AMI certification and monitoring to the DAA.

Other prominent industry participants also praised the proposed AMI certification process:

  • “It is important for the industry as a whole to take a more proactive stance in the face of consumers’ desire for new and additional controls over online identifiers and data. There is more than one solution and answer to the question of what comes after the cookie,” said Michael ZacharskyCEO, ENGINE Media Exchange (EMX). “AdChoices was the first iteration of creating a live dialogue with consumers as they interact with advertising across the web, and we’re encouraged to see momentum behind transparent and privacy-friendly open source solutions. .”
  • “This is a time of massive change for the digital advertising space. As our industry develops new ways to find and reach consumers, we must ensure that privacy continues to be at the forefront of our policies. and tools,” said Evan HillSVP Partnerships & Strategy, Dstillery. “In this changing world, Dstillery empowers brands with its digital advertising solutions, and we salute the leadership role of DAA and Prebid in helping to define and build the framework of privacy and choice for the next generation of advertising solutions. addressability.”
  • “With the demise of the third-party cookie in 2023, over 100 different identity and addressability alternatives have emerged, and more are sure to come,” said Barry AdamsExecutive Vice President, AdTech, IPONWEB. “With so many options, it is imperative that the industry imposes standards to ensure that privacy, control and consumer choice remain at the center of all solutions under development and to help advertisers and publishers to make more informed choices about the tools they ultimately adopt.IPONWEB is proud to work with the DAA and other partners to support these certification initiatives which are a significant first step in building a sustainable, consumer-centric approach to addressability and ensuring that digital advertising continues to work for advertisers, publishers and users to the same extent in the future.”

The DAA will release additional information regarding the application process and rollout of consumer choice tools for AMIs in late 2022 and early 2023.

For more information on the AMI certification process, please visit

About the Digital Advertising Alliance
The Digital Advertising Alliance (DAA) is an independent, not-for-profit organization that establishes and enforces responsible privacy practices for relevant digital advertising, while giving consumers information and control over the types of digital advertising they receive. . The DAA manages the YourAdChoices, mobile AppChoices, PoliticalAds and programs. The DAA’s efforts are based on the DAA’s Self-Regulatory Principles, including updates to address changing technologies and business models around multi-site, mobile, and multi-device data. Adherence to the DAA Principles is independently enforced for all digital advertising companies by the National BBB Programs (BBBNP) and the Association of National Advertisers (ANA). The DAA is managed by a consortium of the major national advertising and marketing trade groups, including the 4As; American Federation of Advertising; ANA; Interactive Advertising Bureau; and Network Advertising Initiative, with advice from BBBNP.

Media contact:
Andrew Weinstein
[email protected]

SOURCE Digital Advertising Alliance


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