DAA Blog



June 22, 2021

Preparing Consumer Choice for Its Next Chapter – A ‘Thank You’ to Industry Leaders for Their Vision and Support

As we move forward to a “beta” launch of token-based opt-out/revocation functionality for consumer choice later this month, I want to take a moment to mark this achievement by acknowledging some of the companies that have raised their hands to help get this developed.

Later this week, the Digital Advertising Alliance (DAA) will roll out a new user flow inside our AppChoices platform to offer a centralized portal for consumers to opt out/revoke consent for use of hashed email identifiers for interest-based advertising (IBA).  

To continue to give consumers transparency and control over data used to tailor ads, DAA is working to offer several new enhancements to its choice tools. These enhancements will support brand advertisers and their supply chain partners in providing enhanced transparency and control in this new era. By submitting their email address through the DAA tool, consumers will be able to opt out or revoke consent...

June 3, 2021

New DAA-Commissioned Survey Shows ‘AdChoices’ Icon Recognition Has Grown to 82 Percent in 2021

To evaluate ongoing consumer awareness and perception around the “AdChoices” icon, the Digital Advertising Alliance (DAA) conducted a survey of 1,000 US adults in February 2021. Among top-line findings are that 82 percent of respondents have some familiarity with the YourAdChoices Icon and 81 percent understand the icon broadly offers them choice and control as it pertains to advertising. Such data compares favorably to other highly recognized symbols online – common on the Internet.

Source: “AdChoices | World’s Gateway to Privacy Information,” Digital Advertising Alliance-Commissioned SurveyMonkey Survey (2021).


May 12, 2021

DAA Announces Updated Transparency & Consumer Control with Token-based Opt-out/Revocation Tool

As the digital advertising industry continues to evolve, the Digital Advertising Alliance (DAA) is working to ensure that its time-tested Transparency and Control Principles, as well as its supporting choice tools, continue to meet the needs of industry and consumers as digital advertising forges ahead.

Recently, we initiated broad communications with those companies which participate on our AppChoices tool, as we look to revise AppChoices to meet the realities of emerging technology changes in digital advertising.


February 1, 2021

In a New Year, Still amid a Pandemic, Responsible, Relevant Digital Advertising Remains Strong as Direct-to-Consumer Grows and DAA Continues to Help with Brand-Consumer Engagement

2020 may be in a rear-view mirror, but its impact on all of us – professionally as well as personally – remains significant. What we once might have taken for granted, soon became cherished: just the ability to wake up each day, be with our families, and go to work. Such an existence – anything but mundane – wasn’t available to everyone.

As we turn the page to 2021 and we look ahead with hope of returning to “normal,” we are guided by the direct-to-consumer changes consumers, publishers, brands, agencies, and ad tech all adapted to in the year that just passed. Just as you did, we narrowed our focus on what delivers the most value – for our participants, for consumers and the digital advertising ecosystem at large.

As we enter 2021, we do so in a way that reliably will continue to produce real-time transparency, halo effects for brands and publishers, and an acknowledgment of the significance the responsible ad-subsidized ecosystem produces.



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December 10, 2020

Enforcement in Action 4.0 – DAA Updates its Review of Independent Accountability Actions to Drive DAA Principles Adherence

As I post this, hundreds of privacy, compliance, marketing and legal professionals at DAA participating companies will soon receive a copy of a newly updated Enforcement in Action casebook, our fourth edition cataloging what we’ve learned from nine years of independent accountability.

Cover Image - DAA Enforcement in Action 4.0 Casebook

Two organizations in the United States – BBB National Program’s (BBBNP) Digital Advertising Accountability Program (DAAP) and the accountability team at Association of National Advertisers (ANA) receive complaints and inquiries, both from consumers and other businesses, regarding DAA Principles compliance. We don’t see the work they do behind the scenes – but we do benefit from the integrity their work has created.

Enforcement with Teeth – Overwhelmingly Cooperative… and Instructive



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