![](//www.4rfv.com/images/no_image.jpg)
What is the AATP initiative? David: The Advanced Advertising Transparency Programme (AATP) is a set of standards that has been collectively agreed by the online digital advertising industry to cover the new obligations of the Digital Services Act (DSA). The DSA is a regulation in EU law to update the Electronic Commerce Directive 2000 regarding illegal content, transparent advertising and disinformation. Upon completion of the programme, participants receive a seal that proves they meet the AATP standards, which is synonymous with being aligned with the relevant ad transparency requirements within the DSA.
How is the AATP different to the EDAA's existing programme (and its Trust Seal)? David: The AATP is specifically geared to answer the requirements of the DSA. The DSA aims to regulate the digital space by applying standardised rules across the EU. Although the DSA is far-reaching, designed to curb illegal and harmful activities online and the spread of disinformation, it also outlines important provisions regarding advertising transparency.
The AATP adds a level of transparency for data driven advertising. As such, it is an extension to the current EDAA Principles.
So the EDAA now runs two programmes? David: Yes; Our clients continue to see core value in the existing EDAA programme on data-driven advertising, so companies can continue with the existing EDAA programme and choose to join the AATP in addition.
The AATP offers an extra layer of transparency, as well as aligning with the DSA's requirements. The new AATP initiative is particularly relevant to online platforms and the intermediaries that support them, so will be useful to a new range of companies that may not have previously used the existing programme.
What are the benefits of signing up to the AATP? David: The benefits are numerous and apply to businesses across the value chain, from Online Platforms as defined in the DSA, to Non-Platform Advertising Services whose role and responsibility is to facilitate compliance.
Businesses signing up to the AATP will:
Gain clarity on the ad transparency requirements of a complex piece of legislation
Adopt a standardised approach to user-facing disclosures
Leverage a common industry-wide technical standard (IAB Tech Lab's OpenRTB DSA Transparency Extension )
Receive 100% tailored support in Programme integration with an EDAA point-of-contact for all implementation queries
Be able to reassure business partners and gain marketing advantage through an independently issued AATP Trust Seal via partners such as ABC
Offer an alternative avenue for complaint resolution through experienced consumer-facing national advertising Self-Regulatory Organisations, such as the ASA
Enhance their reputation as a responsible forward-thinking partner in the online advertising ecosystem
Align with industry, regulatory, and consumer expectations amidst rapidly changing societal expectations
Who supports the AATP? David: The EDAA's AATP is supported by a diverse set of stakeholders and is the result of a broad cross-industry collaboration.
Collaboration includes the buy-side (from Demand Side Platforms (DSPs) to agencies) to the sell-side (from Supply Side Platforms (SSPs) to Publishers) and of course with online platforms being integral to the setup. This is epitomised by EDAA's inclusive governance model of European-level trade associations and national advertising Self-Regulatory Organisations; a solid alliance of actors working together to ensure an innovative, sustainable and responsible sector.
EDAA also established one of the first and largest of-its-kind, award-winning consumer research initiatives. The project - YourOnlineVoices , conducted independently by people-participation agency, CleverTogether - mixed qualitative and quantitative techniques to arrive at critical analysis and recommendations that have helped to inform EDAA's work.
Importantly, EDAA's work on the AATP has been communicated through positive and proactive discussions with key elements of the European Commission.
What type of companies should be engaging with the AATP? David: The DSA applies to all [intermediary] services delivered to consumers and businesses located in the EU, regardless of whether or not the company itself is based in the EU. Consider The Brussels Effect , a term popularised by Anu Bradford, at work -- like it or loathe it, when Brussels regulates, the ripple effects beyond EU borders are substantial.
The AATP applies to several types of companies, namely:
Online Platforms as defined in the DSA.
Non-Platform Advertising Services as defined in EDAA's Activation Guidance.
Ultimately, responsibility under the DSA lies with the Online Platforms. That said, the DSA provides relatively little by way of examples of Online Platforms, and we suggest that any company in doubt as to their classification should conduct internal assessments to determine whether they must comply with the provisions of the DSA.
What are your suggested next steps for companies wanting to engage? David: My first piece of advice is the most critical - act now! The deadlines for DSA enforcement are already in place.
For companies already working with EDAA, the transition is simpler as you already have the right of use to the core assets of the Programme ( AdChoices Icon and/or Consumer Choice Portal ). Our team will guide you through the necessary transition to set-up for application towards the AATP in addition to your current use, and the EDAA offers participation in this separate initiative at no additional charge for existing participants.
For companies already working with ABC, we encourage you to keep in regular contact as the certification programme adapts to cover the new requirements for your subsequent certification terms.
In the meantime, we encourage
Most recent headlines
07/09/2024
The official kickoff to the college football season provided another reminder of how football can boost audiences across all platforms, with ESPN and ABC report...
07/09/2024
CAMBRIDGE, U.K. Adder Technology, a provider of connectivity solutions and high performance IP KVM technologies, has announced a new addition to its KVM matrix ...
07/09/2024
CINCINNATI The E.W. Scripps Company (NASDAQ: SSP) has promoted Sean Franklin to vice president and general manager for WLEX, the Scripps-owned NBC affiliate in ...
07/09/2024
AMSTERDAM Cobalt Digital has announced that during the IBC Show it will be sharpening its focus on IP-based solutions by adding a scalable software-based multiv...
07/09/2024
The IBC Talent Programme will look at how the industry can collaborate to foster new talent, make training more accessible, and develop common standards for div...
07/09/2024
The non-profit association aims to reduce risks and support trust in media, in the face of increasing threat levels
By Matthew Corrigan
Published: September ...
07/09/2024
Cerberus Tech, a leader in cloud-native IP contribution and distribution, today announced a series of updates that combine to increase user control in working w...
07/09/2024
Interra Systems, a leading provider of end-to-end quality assurance solutions to the digital media industry, today announced a strategic partnership with Videli...
07/09/2024
oMoVo, an innovator in AI-driven digital asset management (DAM), is launching ioPilot, a new feature in its game-changing DAM platform. Designed to streamline c...
07/09/2024
Creativepool Annual 2024: The Most Awards Launched at Sinfonia Smith Square
Brie Clayton September 7, 2024
0 Comments
The creative industry's mo...
07/09/2024
Meredith Veloz has been named news director at WRMD Tampa, part of NBC Universal Local's Telemundo Station Group. She starts in early October and will repor...
06/09/2024
By Jessica Herndon
One of the most exciting things about the Sundance Film Fes...
06/09/2024
PARK CITY, UTAH - JANUARY 22: (L-R) Eugene Grygo, Phoebe Hoffman, Lana Wilson, Michael Kim, and Nikenya Hall attend the 2024 Sundance Film Festival Look Into M...
06/09/2024
The highly anticipated opus from director Quentin Tarantino doesn't disappoint. It's a typically outrageous conglomeration of comedy and shock laced wit...
06/09/2024
Cinema, the most voyeuristic of mediums, is uniquely placed to convey both the act of surveillance and the psychology of the surveilled. In Seberg, director Ben...
06/09/2024
In February 2019, director J.J. Abrams called Cut! for the last time during principal photography of the ninth chapter of the long-running Star Wars saga. Sta...
06/09/2024
In a cinematic universe expanding with superheroes, the creative challenge for filmmakers is to set newcomers apart from the crowd. The task is doubly important...
06/09/2024
Having photographed episodes of the Showtime horror drama Penny Dreadful's second and third seasons, John Conroy, ISC was eager to reteam with showrunner Jo...
06/09/2024
The psychological thriller Homecoming returns for its sophomore season with fresh twists, nail-biting cliff-hangers, and more of the unnerving cinematography th...
06/09/2024
Based on the series of novels by Eoin Colfer, the feature Artemis Fowl finds its namesake a precocious, hyperintelligent 12-year-old boy (played by Ferdia Sha...
06/09/2024
Vincent lives in Los Angeles, Anthony in New York City. They met on a dating app and have been talking for months, but the physical distance between them has ke...
06/09/2024
What are we going to talk about today? cinematographer Anastas Michos, ASC, GSC asks almost immediately after answering his phone. It's late July when Pana...
06/09/2024
The recent features and bear a number of similarities. Chief among them: Both were shot by cinematographer Hillary Spera. Each story also exists in the realm of...
06/09/2024
Angeliena follows the adventures and self-discovery of its namesake heroine (played by Euodia Samson), a lovable parking attendant who harbors dreams of traveli...
06/09/2024
Pair a British-born songwriter-director who's collaborated with musicians like Jay-Z with a Romanian cinematographer known for shooting intense dramas, and ...
06/09/2024
It was June 2019 when director Baz Luhrmann first approached cinematographer Mandy Walker, ACS, ASC about collaborating on the new biopic Elvis. I was extremel...
06/09/2024
Based on the best-selling mystery novel of the same name, the feature Where the Crawdads Sing tells the story of Kya (Daisy Edgar-Jones), a young woman who grew...
06/09/2024
Johannesburg, 05 September 2024 - The National Film and Video Foundation (NFVF),...
06/09/2024
Video over IP, in the sense that's used in film and television, sometimes feels like a newer idea than it really is. That might be because the high-end, unc...
06/09/2024
The ability of NFL football to attract large audiences in an era of declining viewing for linear TV was on full display in the NFL seasons opener, with an avera...
06/09/2024
MELVILLE, N.Y. Chyron has beefed up its team in EMEA and APAC with the addition of three new positions intended to enhance its growth and better serve customers...
06/09/2024
NEW YORK FutureB2B, a world-leading provider of business intelligence and networking services, is proud to announce the appointment of Joe Palombo as the publis...
06/09/2024
Adventurer A/V, a leading Taiwanese broadcast production company and equipment rental service provider based in Taipei City, has invested in latest-generation U...
06/09/2024
At IBC 2024, Hall 1 B33, leading video software provider, Synamedia, will unveil a raft of new video network solutions as it solidifies its position as a key te...
06/09/2024
LiveU today launched its Lightweight Sports Production solution making fully featured, professional live sports production accessible and affordable for every e...
06/09/2024
Osprey Video
IBC2024 Show Preview
Sept. 13-16
Various Partner Stands
At IBC2024, Osprey Video's encoding/decoding technology will be on display at sever...
06/09/2024
GB Labs, the leader in intelligent, centralized media storage, today announced the launch of NebulaNAS, a transformative new cloud storage solution developed fr...
06/09/2024
Suitest, provider of test automation for OTT applications, today announced the full availability of image- and object-based test automation capabilities in a si...
06/09/2024
France 3 Nouvelle Aquitaine (.3NoA) is a 100% regional channel that aims to promote culture and creativity at regional level.
At the beginning of 2024, the cha...
06/09/2024
At IBC 2024, Camera control specialists Videosys Broadcast will be announcing a new bidirectional radio camera system that will simplify wireless workflows, as ...
06/09/2024
Magnifi by VideoVerse, an AI-driven video technology company and powerful video-editing SaaS platform, has announced a partnership with Storyteller,a leading Sa...
06/09/2024
iWedia, a leading provider of software solutions for connected TV devices and services, is proud to announce its selection as the official vendor for the HbbTV ...
06/09/2024
LTN and Skyline Communications announce a new collaboration to drive enhanced broadcast monitoring and control for Tier 1 media, sports, entertainment, and tech...
06/09/2024
IBC2024 today announces the line-up of speakers and sessions for the first-ever dedicated IBC Talent Programme, taking place on Monday 16 September in the Showc...
06/09/2024
Kiloview, a leading provider of IP-based video transmission solutions, is set to make a significant impact at IBC 2024 with the unveiling of three groundbreakin...
06/09/2024
The newly combined entity of Fabric and Xytech Systems, currently known as Fabric x Xytech, is pleased to announce the appointment of Kira Baca as Chief Revenue...
06/09/2024
Student Spotlight: Mateo Londo o The producer talks about leaving Berklee to grieve the passing of a close friend and fellow student and then returning to fin...
06/09/2024
More rough news for grownups in traditional media. According to a new study from Precise TV, teens prefer the ads on YouTube and are turning to Netflix and YouT...
06/09/2024
A data-driven campaign created by Samsung Ads and Davis Elen Advertising for the...
06/09/2024
Glen Dacy has been named VP of news content and streaming at WFLD-WPWR Chicago, starting September 9. He most recently worked with the CBS Network News Special ...