DAA Blog

The Digital Advertising Alliance (DAA) AdChoices signal is now part of Prebid. The AdChoices signal has now been added to Prebid header bidding open-source software, so supply chain participants can recognize the consumer choices around interest-based advertising through the programmatic process.  By enabling Prebid recognition of the AdChoices signal, any expressed consumer preferences on the DAA’s WebChoices tool and Protect My Choices extension are available in real time.

In practice, this facilitates the purchase of advertising and better communicates consumer choices around interest-based ads by creating another method for making  that signal available ahead of the bidding process.  

This enablement is a direct result of the DAA’s investment in a technology enhancement that Prebid users have asked for and now have access to inside DAA’s Github repository, within the AdChoices signal specification. By contributing this new feature to the Prebid community, DAA continues its work of providing marketers with choice tools for all of the commonly used identifiers to deliver relevance and responsibility to their consumers. 

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Big Idea (in full): DAA Principles are only as strong as our enforcement partners. Independent accountability, through BBB National Programs' Digital Advertising Accountability Program (DAAP) and Association of Natioanl Advertisers' Center for Ethical Marketing (CEM), is what turns commitment into trust. 

Both trust and proof are the foundation for the uniform national privacy framework we are working toward through passage of the SECURE Data Act.

Consumers and policymakers rely on the independent and continuously monitored self-regulation of the DAA Program. This 15+ year-old promise to provide consumer transparency and control would not be possible without the evergreen commitment of thousands of brands to be proactive about responsible data collection and use in their ads, applications, and websites and honoring consumer choices. This commitment supports continual compliance with the DAA Principles throughout the marketplace. 

Rob Hartwell, partner at Venable LLP, who also wrote the first edition of the DAA Enforcement in Action casebook (now in its fifth edition), led a conversation with two senior leaders who help make our Principles and our promises to consumers real in the market: Mary Engle, executive vice...

Privacy for consumers is vital in our work at AdChoices, but consumers expect more than one goal. Our true mission through the Digital Advertising Alliance (DAA) Principles is to preserve and enable safeguards, competition, innovation and value in step with consumer expectations. The digital economy only functions as expected when all of these elements are supported. The goal is a privacy framework that delivers real value to consumers and businesses at the same time.

Such was the discussion during an industry leaders’ panel at DAA Summit 2026 in San Diego, CA, last month where Scott Howe, CEO of LiveRamp, and Rick Erwin, CEO of Adstra, joined us to talk about this matter with the perspective from the corner office. Our session – Leading with Data: Competition, Economic Growth & Social Contributions in a Privacy-First World. Both speakers provided real-world anecdotes as to how responsible data collection and use powers advertising, builds businesses, empowers consumers to make choices, and benefits the economy at large.

On May 13, 2026, organizations and representatives across the advertising community made their way to Capitol Hill to ask Members of Congress and their staff to move forward in considering H.R. 8413, the SECURE Data Act. Photo 1: Don Lowery, Senior Vice President - Corporate Reputation, Public Affairs, Nielsen; Alison Pepper, EVP, Government Relations, 4As; and Justin Thomas-Copeland, CEO, 4As. Photo 2: Meghan Salome, Senior Director, Government Relations, Association of National Advertisers; Lou Mastria, CEO, Digital Advertising Alliance; Jeff Minsky, Vice President, AI and Marketing Futures, Association of National Advertisers; and David Bryne, a digital safety, integrity and AI responsibility advisor.

Over the last decade, more than 20 states have passed their own versions of comprehensive privacy legislation, creating a patchwork of state laws that only cover a portion of Americans while driving confusion and high compliance costs among the businesses that depend on digital advertising. 

That’s why the Privacy for America coalition, of which DAA is a part, has been working with leaders in Congress to develop a preemptive federal privacy law that...

Big idea (in full): The newly-introduced SECURE Data Act offers an extraordinary opportunity for Congress to pass a preemptive federal privacy standard that protects Americans in every state, and the bill explicitly endorses industry self-regulatory codes as a legitimate mechanism for consumer protection. For the DAA, this is both a policy milestone and a powerful validation of the self-regulatory model we have created and expanded during the last 15 years.

This past week, Congress took...