Online Behavioural Advertising

IAB Europe OBA Framework

The IAB Europe OBA Framework is based upon 7 key principles for online behavioural advertising: notice, user choice, data security, sensitive segmentation, education, compliance and enforcement, and review. An objective of the IAB Europe OBA Framework is to secure the future of Online Behavioural Advertising as an effective business practice in the toolbox of marketers, by ensuring that internet users can understand and control the OBA choices they make online.

The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organisation based in Brussels and is responsible for enacting key aspects of the self-regulatory initiative for Online Behavioural Advertising (OBA) across Europe. EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA through the online consumer choice platform. EDAA is governed by EU-level organisations which make up the value chain of OBA within Europe and acts to ensure pan-European consistency in approach.

IAB Ireland Members may download the latest EDAA activity report for 2016 here

and to view a consumer research report 2016, download the infographic here

and the full report here