About the Digital Advertising Alliance

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.

For Interested Companies

Learn about the DAA Program: You can find out more about the DAA Principles here, and our participating Associations here. To learn how your company can implement the Principles, please review the Implementation Resources Register to USE the YourAdChoices Icon : Companies participating in the DAA Program may use the DAA Icon as a means for providing enhanced notice of interest-based advertising practices. If you would like to register to use the icon, please click here. The icon helps consumers find out about interest-based advertising, learn about the data practices associated with advertisements they receive, and opt-out if they so choose. Register to be included in DAA Choice Tools: Complete the forms at the following links to receive information about how to be listed on the Consumer Choice Page (for Desktop & Mobile Web) and AppChoices, where consumers are able to easily opt out from data collection by participating companies for applicable practices. Report a Complaint: If you believe that a practice or ad may violate the Principles, you can report that practice to either the Better Business Bureaus (CBBB) or the Data & Marketing Association (DMA). Complaints may be filed by consumers, business entities or other stakeholders.

For Companies Involved in Interest-Based Advertising

To enhance the transparency of interest-based advertising, the DAA encourages companies qualifying as third parties under the Principles to:
  • Inform consumers about their data practices through clear, meaningful and prominent notices.
  • Display the DAA YourAdChoices Icon so that consumers find out about interest-based advertising, learn about the data practices associated with advertisements they receive, and opt-out if they choose.
  • Register to receive information about how to be listed on the Consumer Choice Page (for Desktop & Mobile Web) and AppChoices, where consumers will be able to easily opt out from data collection by participating companies for applicable practices.
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