DAA Blog

Responsible data usage and growth of small- and mid-sized businesses go hand-in-hand. This is according to a panel of entrepreneurs that addressed delegates at Digital Advertising Alliance’s Virtual Summit 21: What’s Next. 

According to the Census Bureau, there are well more than 200 million U.S. adult consumers – all of whom have with unique wants and necessities, and with nearly 16 million-plus small- and mid-size businesses (NAICS Association) with their own fortes to boot -- a growing number of which are leveraging an online presence to attract and grow customers. 

In such a densely populated realm, it’s tough for consumers to know all of what’s out there, let alone which businesses are best suited to their particular needs. That’s where data and advertising come into play. Simply put, that’s how businesses can bring their front doors to their true customers. In this Summit panel, three small business owners shared firsthand...

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 advisor to Publicis Groupe, and Sheila Colclasure, global chief digital responsibility and public policy officer, IPG Kinesso, moderated by 4A’s President and Chief Executive Officer Marla Kaplowitz.

“Because of the Internet, because of data and because of technology, we are entering what I call the third connected age where we will continue to thrive,” Tobaccowala said, noting that first connected age allowed us to discover and transact (notably through Google and Amazon), while the second connected age enabled connecting all the time and with everybody (Apple, Facebook) in an always-on way.   

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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...

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. Such data compares favorably to other highly recognized symbols online – common on the Internet.

Source: “AdChoices | World’s Gateway to Privacy Information,” Digital Advertising Alliance-Commissioned SurveyMonkey Survey (2021).

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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, as well as its supporting choice tools, continue to meet the needs of industry and consumers as digital advertising forges ahead.

Recently, we initiated broad communications with those companies which participate on our AppChoices tool, as we look to revise AppChoices to meet the realities of emerging technology changes in digital advertising.

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