DigitalAdvertisingAlliance.org | Protect My Choices

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.

Industry Alert: Changes to Industry Choice Tools and Steps You Need to Take

As of September 15, 2025, the Network Advertising Initiative (NAI) has ceased operations for its opt-out tool for cookie-based and probabilistic interest-based advertising (IBA), as well as its email-based identifier control tool for the same purpose.

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?”

Digital Advertising Alliance Announces Major Update to Industry's AdChoices Opt-Out Program with WebChoices 2.0

WebChoices 2.0 Supports Opt-Outs for Emerging Non-Cookie Technologies Used for Targeted Ads; DAA Announces End-of-Year Deadline for Adoption

NEW YORK, NY -- June 12, 2024 -- The Digital Advertising Alliance (DAA) today announced the most significant update to the advertising industry’s AdChoices program for in

DAA Introduces Streamlined 2024 Process for Ad Industry to Adopt and Implement AdChoices' Next-Gen 'Cookies and Beyond' Tools

January 5, 2024

By Lou Mastria

Big Idea: As we enter the New Year, the Digital Advertising Alliance (DAA) has launched a next generation of tools to support companies in delivering consumers transparency and control with respect to advertising.

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Protect My Choices

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.

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.

WebChoices 2.0 Supports Opt-Outs for Emerging Non-Cookie Technologies Used for Targeted Ads; DAA Announces End-of-Year Deadline for Adoption

By Lou Mastria

Big Idea: As we enter the New Year, the Digital Advertising Alliance (DAA) has launched a next generation of tools to support companies in delivering consumers transparency and control with respect to advertising.

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