DAA Blog

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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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.

As we turn the page to 2021 and we look ahead with hope of returning to “normal,” we are guided by the direct-to-consumer changes consumers, publishers, brands, agencies, and ad tech all adapted to in the year that just passed. Just as you did, we narrowed our focus on what delivers the most value – for our participants, for consumers and the digital advertising ecosystem at large.

As we enter 2021, we do so in a way that reliably will continue to produce real-time transparency, halo effects for brands and publishers, and an acknowledgment of the significance the responsible ad-subsidized ecosystem produces.

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As I post this, hundreds of privacy, compliance, marketing and legal professionals at DAA participating companies will soon receive a copy of a newly updated Enforcement in Action casebook, our fourth edition cataloging what we’ve learned from nine years of independent accountability.

Two organizations in the United States – BBB National Program’s (BBBNP) Digital Advertising Accountability Program (DAAP) and the accountability team at Association of National Advertisers (ANA) receive complaints and inquiries, both from consumers and other businesses, regarding DAA Principles compliance. We don’t see the work they do behind the scenes – but we do benefit from the integrity their work has created.

Enforcement with Teeth – Overwhelmingly Cooperative… and Instructive

Independent enforcement is one important hallmark of the Digital Advertising Alliance program.  Brands, agencies, publishers and ad tech companies involved in digital and mobile interest-based marketing space are called upon and expected to adhere to the self-regulatory principles DAA brought to market a decade ago to help consumers with privacy transparency and control.

DAA relies on two organizations – the BBB National Program’s Digital Advertising Accountability Program (DAAP) and the ethics and accountability team at the Association of National Advertisers (ANA) – to exercise independent oversight, using the DAA Principles to guide their compliance work. Independence means there’s a firewall between DAA and the investigations the two...