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
Read the Latest Data on Consumer Awareness of the YourAdChoices Icon
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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
Use Certified AMIs

The AMI Policy Framework is designed to ensure users and providers of AMIs continue to safeguard consumer privacy by delineating both explicitly permitted data uses and prohibited uses of data. AMI’s also provide meaningful choices to consumers, publishers, agencies, and advertisers, and they maintain the critical functionality needed to provide ad-supported content and services in the digital ecosystem.

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