DAA and AdChoices Brings Consumer Controls for Interest-Based Advertising into Prebid Header-Bidding Environments
September 2, 2026
By Lou Mastria
Big Idea: Both publishers and advertisers gain by having AdChoices consumer control signals built into Prebid’s open-source header bidding framework.
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.
