Preparing Consumer Choice for Its Next Chapter – A ‘Thank You’ to Industry Leaders for Their Vision and Support

June 22, 2021

It takes a lot of initiative and preparation to maintain an effective, privacy-friendly consumer opt-out for interest-based advertising in an evolving ad-tech ecosystem. We’re getting it done – with help.

As we move forward to a “beta” launch of token-based opt-out/revocation functionality for consumer choice later this month, I want to take a moment to mark this achievement by acknowledging some of the companies that have raised their hands to help get this developed.

Later this week, the Digital Advertising Alliance (DAA) will roll out a new user flow inside our AppChoices platform to offer a centralized portal for consumers to opt out/revoke consent for use of hashed email identifiers for interest-based advertising (IBA).  

To continue to give consumers transparency and control over data used to tailor ads, DAA is working to offer several new enhancements to its choice tools. These enhancements will support brand advertisers and their supply chain partners in providing enhanced transparency and control in this new era. By submitting their email address through the DAA tool, consumers will be able to opt out or revoke consent for the use of their email address as a “token” by participating companies for DAA-covered advertising purposes.

As the digital advertising industry continues to evolve, the DAA is working to ensure that its time-tested Transparency and Control Principles, as well as its supporting choice tools, continue to meet the needs of industry and consumers.

Consumer Control is a core DAA Principle. Our long-standing consumer choice tools – WebChoices and AppChoices – keep the consumer in charge of their own choices regarding responsible data collection for interest-based advertising and other permitted purposes, and the DAA makes those choices accessible and available on-demand through an easy-to-use mechanism.

We will continue to leverage the existing, widely deployed “AdChoices” icon [as a gateway for information about transparency and control at the Web site, mobile app, and in-ad level. Today’s announcement supplements that transparency with an additional layer of visibility and control in a new feature in AppChoices (and soon available through DAA’s consumer-facing website as well).

By deploying this token-based identifier choice tool for IBA-related data collection, alongside other existing opt-out tools, we are advancing our mission to keep industry choice tools at the heart of effective privacy controls for consumers. Today’s new tool will be available on both Android and iOS operating systems, as well as on a soon-to-be-released web portal.

Kudos to the commitment from companies that are now testing – or about to test – this new iteration of choice tools. We thank you, and so will brands, agencies, publishers, and consumers as we work together on a balanced approach to providing controls which respect consumer choices while maintaining ad funding for the world’s most popular consumer content and services.


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