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The Digital Advertising Alliance has announced the enforcement phase of its Cross-Device Guidance will begin Feb. 1. The Advertising Self-Regulatory Council of the Council of Better Business Bureaus and the Data & Marketing Association's corporate responsibility team will start taking complaints and monitoring marketplaces for first-party and third-party transparency while ensuring consumers have choice about how their data is collected across their devices. “The collective work on the DAA Cross Device Guidance and forthcoming accountability work is just one more way in which we are using self-regulation to ward off more onerous regulatory initiatives as well as preserving responsible brand engagement of cross-device data collection for interest-based advertising purposes, to make sure notice and choice are being afforded to the consumer,” writes DAA Executive Director Lou Mastria, CIPP/US. 
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