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Provide Consumers
with Transparency
& Control

Participate in the DAA's
YourAdChoices Program

DAA icon

The Digital Advertising Alliance (DAA) establishes and enforces responsible privacy practices across industry for relevant digital advertising, providing consumers with enhanced transparency and control through multifaceted Principles that apply to Multi-Site Data and Cross-App Data gathered in either desktop or mobile environments.

The DAA is an independent non-profit organization led by leading advertising and marketing trade associations.

The Digital Advertising Alliance (DAA) establishes and enforces responsible privacy practices across industry for relevant digital advertising, providing consumers with enhanced transparency and control through multifaceted Principles that apply to Multi-Site Data and Cross-App Data gathered in either desktop or mobile environments.

The DAA is an independent non-profit organization led by leading advertising and marketing trade associations.

Certify Your DAA Principles Adherence

Use Our Icons to Self-Certify

Connect consumers to real-time disclosures using any and all of the DAA's three icon programs. The YourAdChoices icon is used to extend data collection information and control for interest-based advertising. The Political Ad icon enables transparency notices for "express advocacy" political advertising. The Privacy Rights icon is useful for state-specific notices for consumers online and on apps, notably in California, as a complement to other tools you may be enabling. License the icons to connect your brand directly with consumers and certify your adherence to the DAA Principles.

Read the Latest Data on Consumer Awareness of the YourAdChoices Icon
Privacy Rights Icon
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YourAdChoices Icon
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Use 'AdChoices' to Build Consumer Trust
Brand Benefits

As technology, regulations and other changes challenge the market, it’s that much more important that you reassure consumers of the transparency and privacy control made possible through AdChoices. Brands and publishers need to ensure that they are meeting time-tested DAA Principles for consumer privacy engagement which complement state requirements, and public expectations.

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Brand Benefits
Integrate with the YourAdChoices Tools

DAA currently offers three tools to help consumers request choices regarding data collection for interest-based advertising: WebChoices (for the desktop and mobile web environment); AppChoices (for the mobile app environment); and, most recently, YourAdChoices token choice tool -- which offers choice preferences in any environments based on use of token identifiers. By participating in these tools, you are honoring consumer control of data collection.

YourAdChoicesAppChoicesWebChoices
Leverage 'Cookies & Beyond' Resources

The tech driving tailored advertising is transforming. DAA has implemented several initiatives to maintain and bolster brand-consumer engagement. By 2025, DAA expects all ad tech participants to have integrated with these new tools – tools that are now live or ready to test.

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