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California Settlement Reinforces Importance of Checking State Compliance Obligations While Also Adopting IBA Choice

March 6, 2026

By Lou Mastria

Big Idea: DAA’s choice tools set a global standard for information and choice around interest-based advertising, but companies should also work with their legal teams to ensure they meet any relevant compliance obligations under state law.

 

If you’ve ever been stuck under a leaking kitchen sink holding the wrong wrench, you know one of the most fundamental rules of home repair: Use the right tool for each job.

Government Advertisers Demonstrate Public Benefits of Relevance and Use AdChoices Icon to Provide Transparency and Control

October 28, 2025

By Lou Mastria

Big idea: Federal, state and local governments are using the AdChoices Icon to offer transparency and access to consumer control mechanisms. Why? Because DAA Principles keep consumers’ privacy interests front-forward -- right in the ad.

Big idea (in full): Federal, state and local governments are using the AdChoices Icon to offer transparency and access to consumer control mechanisms. Why? Because DAA Principles keep consumers’ privacy interests front-forward, right in the ad, while enabling advertising relevance, efficiency, effectiveness, and accountability.

Throughout American history, government agencies and institutions have used powerful advertising campaigns to drive civic engagement and education.

Advertising Powers America: How Responsible Digital Ads Create Jobs, Drive the Economy, and Build Consumer Trust

May 7, 2025

By Lou Mastria

Big Idea: Every part of America benefits when responsible digital ads flourish. From Main Street entrepreneurs who use IBA to build business to the millions of local jobs created by a thriving ad-driven economy, digital advertising powers America.

Big idea (cont.): To protect those benefits, our industry has built an independent self-regulatory system that provides all Americans with simple and convenient access to information and control over the types of advertising they receive.

What the Consumer of a Modern Digital Advertiser Needs in 2025… AdChoices.

February 26, 2025

By Lou Mastria

Big Idea: Consumer-brand engagement in 2025 will increasingly rely on relevant advertising on sites, apps, CTV, and streaming devices. Give consumers consistency with ‘AdChoices’ over targeted ads in this evolving landscape.

Responsible consumer-brand engagement meets the customer where they are. With respect to digital advertising and privacy, such an exchange has meant addressing two evergreen questions:  “Why did I get this ad?” and “What can I do about it?”

Follow The Data: New Survey Shows Strong Consumer Support for Expanded Use of AdChoices Icon

April 2, 2024

By Lou Mastria

The Big Idea: A new survey shows that a large majority of Americans recognize, trust, understand, and support the Digital Advertising Alliance’s AdChoices Icon, and they want to see the icon’s functionality expanded to include new tools and technologies.

As corporate leaders and policymakers look at emerging advertising technologies and new regulatory proposals, we should all listen closely to the people who will use those tools to get information and express their choices.

Survey Finds Broad Consumer Recognition, Trust, Understanding, and Support for DAA's AdChoices Icon

Large Majorities of Respondents Want to Maintain AdChoices’ Icon-Based Tools, Prefer Expanded Use of AdChoices Icon Over Alternatives

NEW YORK, NY -- April 2, 2024 -- Americans broadly recognize, understand, trust, and support the ubiquitous blue triangular AdChoices icon that appears across ads, websites, and apps and provides access to information and choices about ads, according to a

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