Transparency Tool and Political Icon Designed for Political Advertisers Available in StackAdapt.
Toronto, ON – July 8, 2019 – StackAdapt (www.stackadapt.com), a programmatic advertising technology company, and the Digital Advertising Alliance of Canada (DAAC) have established the first partnership in Canada to increase transparency and accountability in political advertising, coming on the heels of the Elections Modernization Act (Bill C-76) and in the lead-up to the 2019 Canadian federal election scheduled to take place on or before October 21, 2019.
StackAdapt is the first Canadian ad tech provider to support DAAC’s Political Ads Program. The program is open to political parties, independent candidates, associations and third parties registered with Elections Canada.
“We are pleased that StackAdapt is taking a very proactive role in supporting this initiative and encouraging all political advertisers they work with to join the DAAC program,” said Julie Ford, DAAC’s executive director. “With the introduction of our standardized notice, political advertisers, as well as publishers and third-party ad tech companies, have the assurance that the proper notices are in place for the upcoming election.”
Participating advertisers receive an icon license from the DAAC, which remains active for four years, or until the next federal election is called. They also gain access to a custom-made in-ad transparency tool designed for political advertisers to reserve space for their messaging while meeting the requirements of the Canadian Elections Act.
When people hover their mouse over ads with DAAC’s purple “Political Ads / Pub politique” wordmark/icon, the information required under the Elections Act will appear in an overlay box.
“People are increasingly going online before going to the polls, and marketers have an unprecedented number of opportunities to inform, engage, and persuade voters through digital communications,” noted Michael Shang, Director of Programmatic Partnerships & BI, StackAdapt. “So, it is imperative that the advertising ecosystem has measures in place to increase transparency in the electoral process. This program is an enforceable best practice so we can ensure that digital technology enhances democratic institutions, without undermining its fundamental goals.”
StackAdapt’s experience has been honed by working with political and advocacy groups in races throughout Canada, encompassing candidates at various levels of elections. The DAAC program is open for registration at PoliticalAds.ca.
The Digital Advertising Alliance of Canada (DAAC) is a consortium of Canada’s national advertising and marketing associations. It was created to provide a robust and credible program for responsible online interest-based advertising. Its main program, YourAdChoices.ca, provides a blue triangle in the corner of ads that can be clicked or tapped to see who posted the ad and enables people to opt out of receiving a specific type or series of ads.
StackAdapt is a self-serve programmatic advertising platform used by North America’s most exceptional digital marketers. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ad buyers plan, execute, and manage data-driven digital advertising campaigns across all devices, inventory and publisher partners.