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Consumer Control

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.

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.

In Defense of Tailored Advertising: Key Trade Groups Rally Around Responsible Data Collection to Serve Relevant Ads and Engage Consumers

March 16, 2022

By Lou Mastria

Big Idea: Societal value is generated through interest-based advertising while extending meaningful consumer privacy, business groups told Members of Congress citing DAA earlier this month. DAA Board members push for balanced federal privacy legislation.

Since 2009, Digital Advertising Alliance Principles have existed to extend meaningful privacy safeguards and controls to consumers while enabling a more relevant advertising experience, and facilitating a thriving, competitive digital economy that serves thousands of businesses and millions of consumers. On March 1, 2022, the House Energy and Commerce Subcommittee on Consumer Protection and Commerce, led by Rep.

Summit Snapshot: With Data Infinity, the Advertising Operating System Has Evolved to Become a Society Operating System – with Ethical Ramifications

August 5, 2021

By Lou Mastria

Big Idea: Data ethics matter, because a mind shift and generational shift tells us they matter. In the advertising ecosystem, we need data-driven operational systems with oversight to keep pace with people, feelings and fairness.

Data ethics was a central focus of this year’s Digital Advertising Accountability Workshop, held June 24 in conjunction with the Digital Advertising Alliance’s Virtual Summit 2021 – and a keynote conversation between author Rishad Tobaccowala, senior adv

DAA to Help Convene Initiative on Privacy, Policy and Legal Issues Facing Industry

August 4, 2020

By Lou Mastria

This effort is organized under the Partnership for Responsible Addressable Media (PRAM)

Today, a group of trade associations, many of which are represented on the Digital Advertising Alliance (DAA) Board of Directors, and many DAA Participant companies announced a new initiative to advance and to protect critical functionalities such as customization and analytics for digital media and advertising, while safeguarding privacy and improving the consumer expe

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