Digital Service Act (DSA) Regulations for European Clients in ADvendio
This document outlines how ADvendio supports compliance with the European Union's Digital Services Act (DSA). The DSA introduces regulations aimed at standardizing rules for online content and increasing transparency in advertising. While many requirements directly impact external ad-serving platforms, ADvendio provides features to assist customers in meeting their obligations.
Disclosing the Payer and Legal Company Name of Advertisers
A key requirement of the DSA is to disclose the legal name of the company paying for an advertisement. To support this, ADvendio allows you to define a specific advertiser name that is sent to your connected ad servers.
Advertiser Name Field: You can use the 'Advertiser Name' field on a Salesforce Account record to set a specific legal name, which may differ from the internal Salesforce Account name. This field will be used as the advertiser's name in your ad server.
New Advertiser Creation: When a new campaign is pushed from ADvendio for a new or unmapped account, the system will use the content of the 'Advertiser Name' field to create the new advertiser in the external platform.
Existing Advertiser Updates: ADvendio integrations do not update the names of existing advertisers in external platforms. For running campaigns, names must be updated manually in the ad server. We still recommend filling the Advertiser Name on the Account with the required legal company name.
Tracking Political Advertisements
The DSA includes specific regulations for political advertising, requiring them to be clearly identified. To help customers track and report on this, a new feature has been introduced.
Political Ad Checkbox: Starting with ADvendio version 2.178, a new "Political Ad" checkbox is available on both the Campaign Item and Buying Item objects.
Purpose: This field allows users to mark an item as containing a political ad. This facilitates reporting on political advertising and will later be used to push this information to integrated platforms to comply with DSA regulations. The checkbox is set to "false" by default.
How to Configure:
Add the field to your Profiles & Permission Sets, for Campaign Items consider adding the Political Ad (ADvendio__PoliticalAd__c) checkbox to your Campaign Builder Layout. For Media Buying, use the Buying Configuration
Generate Reports: Using the Salesforce Reporting features, you can create dedicated reports on you current Items which qualify as political ads and show additional information, such as the advertiser, debtor or further targeting information.
Note: We are currently planning and working on adding this field to our integrations (if supported by the platform). This will mean that any Items you are creating and pushing from ADvendio will automatically be marked as political ads in the respective booking system.
Platform-Specific Information
Xandr Monetize
Legal Entity Name: Xandr provides a specific field called 'Legal Entity Name' on their advertisers, which is separate from the advertiser's name. This field is used to display the name of the company that paid for the ad. More information: https://docs.xandr.com/bundle/monetize_monetize-standard/page/topics/create-an-advertiser.html
ADvendio Integration: Starting with the Winter 2025 (2.173) release, when ADvendio pushes a new account to Xandr, it will automatically populate the 'Legal Entity Name' field. For existing advertisers, this field can be modified directly in Xandr.
Google Ad Manager
Sponsor Settings: Google Ad Manager has a "Sponsor" setting within Creatives. This Sponsor does not have to be the same as the advertiser set in the Creative, which allows for modifications even on running campaigns.
ADvendio Integration: Creatives are not modified by the ADvendio Google Integration, unless you are using our Ad Material Management Features. However the current creative upload for Google AdManager does not yet support Sponsor settings, if you are interested please contact our Support Team or Customer Success Team, so they can forward your request to our Product Management.
Related ADvendio Feature information
Additional Information:
https://support.google.com/admanager/answer/14335032?hl=en#zippy=