The NAI’s “Guidance for NAI Members: Viewed Content Advertising” (Guidance) announced in 2018 that the collection of Viewed Content Data (VCD) for Viewed Content Advertising (VCA) would become a covered activity under the NAI Code, enforced on January 1, 2019.
The Network Advertising Initiative’s 2020 Code of Conduct expands the scope of activities it covers to include all uses of previously collected user-level data for Tailored Advertising across websites and applications, as well as on covered devices. One result of the 2020 NAI Code’s expanded scope is that offline data onboarded for use in tailoring digital advertising through a matchpoint derived from PII is now covered as a subset of Tailored Advertising. The 2020 NAI Code defines this practice as Audience-Matched Advertising (AMA).1
The NAI recently conducted a survey among 10,000 consumers to find out more about what they think about digital advertising, online content, and privacy.
