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Consumer Attitudes

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

April 2, 2024

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

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

June 3, 2021

Consumers use and see the icon as a portal to privacy information – and assign trust to brands, publishers and advertisers who use it in ads, in apps and on sites.

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.

The $1,400 Question: Consumers Expect to Pay Much More Without Free Ad-Supported Content & Services

September 28, 2020

Americans believe popular digital offerings like news, sports, and email would cost $1,404/year without funding from advertising, up more than $200 in last four years.

Americans are struggling to recover from the worst economic collapse in modern times, with tens of millions out of work, struggling to pay their bills, or reducing household expenses to make ends meet.

Americans Value Free Ad-Supported Online Services at $1,400/Year; Annual Value Jumps More Than $200 Since 2016

Four in Five Say Availability of Free Apps Would Influence Decision on Which Mobile Phone to Purchase

NEW YORK, NY, September 28, 2020 – Americans place a value of more than $1,400 per year on the array of free digital content, services, and mobile apps that are currently funded by advertising, according to a new survey conducted by the Digital Advertising Alliance (DAA).

New Study Shows Ad Revenue Benefit through Cookies – Reinforcing Previous 2014 DAA Research: We Can Have Both Personalization & Ubiquitous Privacy Protections

September 5, 2019

YourAdChoices can help strike a balance between valuable relevance and ubiquitous privacy controls.

A newly updated academic study highlighted in AdExchanger this week reinforces a previous separate study commissioned by the Digital Advertising Alliance (D

Interest-Based Advertising – Getting a Whole Lot of Love (and Trust)

November 18, 2013

The DAA program offers the types of privacy protections that consumers want -- and having these protections present increases their trust in advertising and brands..

Two weeks ago, the Digital Advertising Alliance announced the results of a Zogby consumer research effort it commissioned which provided an opportunity to take the temperature regarding U.S. consumer attitudes about their Internet experiences, and their understanding of how advertising (and interest-based advertising) helps to finance the quantity, quality and diversity of content they experience there.

Encouraging Data-Driven Policymaking: New Survey Results Reveal Consumer Priorities & Pragmatism

December 19, 2018

Consumers overwhelmingly want Congress to protect ad-supported funding model for free content and services online.

In digital advertising, good data helps drive good decisions. As Congress begins to consider the shape of privacy legislation, we thought it might be useful for the Digital Advertising Alliance (DAA) to gather some additional data by asking consumers to share their policy priorities (and potential pitfalls) for any federal privacy legislation that may affect responsible data collection and interest-based advertising (IBA).

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