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WebChoices

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.

The Consumer Protection Built into AdChoices

February 6, 2026

By Lou Mastria

Big idea: AdChoices has been designed and implemented through the lens of consumer protection.

Big idea (in full): AdChoices has been designed and implemented through the lens of consumer protection. That is why it remains a central driver for consumer trust in digital advertising through the rigorous self-regulatory standards it requires, the independent enforcement of those standards, and the broad consumer support for the information and choice tools it offers.

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.

DAA Announces Updated Transparency & Consumer Control with Token-based Opt-out/Revocation Tool

May 12, 2021

By Lou Mastria

AppChoices is being updated to remain consistent with industry best practices and consumer expectations/preferences.

As the digital advertising industry continues to evolve, the Digital Advertising Alliance (DAA) is working to ensure that its time-tested Transparency and Control Principles,

In a New Year, Still amid a Pandemic, Responsible, Relevant Digital Advertising Remains Strong as Direct-to-Consumer Grows and DAA Continues to Help with Brand-Consumer Engagement

February 1, 2021

By Lou Mastria

Among profound circumstances, we are more focused than ever toward keeping advertisers and their customers engaging in transparent, trustworthy ways in 2021.

2020 may be in a rear-view mirror, but its impact on all of us – professionally as well as personally – remains significant. What we once might have taken for granted, soon became cherished: just the ability to wake up each day, be with our families, and go to work. Such an existence – anything but mundane – wasn’t available to everyone.

Consumer Education: Guiding User Choice -- en Español, También

February 4, 2020

By Lou Mastria

Keeping users informed and empowered on their data collection control for interest-based advertising is central to DAA’s consumer education efforts – both in English and Spanish.

Consumer education is an evergreen principle of Digital Advertising Alliance. That’s why each year, we update and renew our efforts to keep browser and mobile app users in the know about the YourAdChoices program. With trillions having been served, the YourAdChoices Icon continues to be an ever-present and real-time gateway to disclosures about data collection for interest-based advertising, and providing opt-out options.

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