Bruce Morris recently joined NAI as VP Member Services and Business Development. NAI is the leading self-regulatory association comprised exclusively of third-party digital advertising companies. Prior to joining NAI, Morris was EVP, Managing Director of SourceMedia. The Makegood recently spoke with Morris about his new position.
The Makegood: Congratulations on joining the Network Advertising Initiative (NAI) as VP of member services and business development. What is your role at the company, and how will you draw more members to NAI?
Thank you. I am very excited to be a part of the NAI mission. My role is to grow membership and develop new business opportunities for NAI. I have identified hundreds of new potential members and am already actively evangelizing NAI as a place to develop, discuss, and champion third-party industry best practices in online privacy and data.
The Makegood: Why is it important for the online advertising community to be part of NAI?
Participating in the NAI’s self-regulatory program for Interest-Based Advertising (IBA) is an important component of acquiring, building, and maintaining consumer trust, which is critical for the online economy. With the support of our members, NAI sets high standards for the collection and use of data for IBA and we back up those standards with a robust compliance and enforcement program.
The Makegood: Could you elaborate on what NAI does for the consumer and how NAI helps members to honor consumer preferences?
NAI seeks to empower consumers to make meaningful choices about Interest-Based Advertising (IBA). Members are required to provide consumers with transparency, notice, and choice around their IBA practices. This includes providing links to privacy disclosures and consumer education materials. We provide resources to educate consumers on current issues related to IBA, and our members donate billions of ad impressions (two billion in 2013) to raise awareness and point consumers to these and other resources.
We also provide a framework to help our members honor consumer preferences. Every NAI member company is required to provide choice (i.e., an opt-out or opt-in link) through the NAI website. In addition, NAI requires our members to include opt-out tools and disclosure on their own websites. Moreover, NAI companies support the Ad Choices icon, just-in-time notice embedded in and around the advertisements consumers see online.
The Makegood: How will you communicate to prospective clients that membership with the NAI is important?
Every way I can. Through blog posts on NAI’s website, social channels (Twitter and LinkedIn), trade shows, and direct meetings, I will be communicating how we protect the diverse, ad supported Internet model by helping define an enforceable set of standards that encourage innovation, successful business models, and effective advertising while also promoting responsible data practices and consumer privacy.
The Makegood: How will you further grow NAI’s business? As VP of business development, do you plan to implement growth opportunities with other organizations that support NAI’s credo?
Prior to joining NAI, I spent the lion’s share of my career, the last 20 years, leading advertising sales and product development in digital media. I share this to underscore the fact that until now, I was primarily a beneficiary of the value NAI and its members deliver.
With this experience in mind, I already have several initiatives in development that will bear fruit later this year and in 2015. They’ll help to generate positive brand awareness around the value of the exemplary models our members continuously hone to promote transparency and meaningful choice while educating consumers.
The Makegood: Thank you, Bruce.