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
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
28/08/2025
IBC stand 5.F81
Wowza to Reveal Next-Gen Video Streaming Innovations at IBC 2025
Amsterdam, August 28, 2025 Wowza, a leader in video streaming infrastructur...
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. 
