Current State: DAA by the Numbers | Growth in Industry Participation

The Digital Advertising Alliance (DAA) establishes and enforces responsible privacy practices across industry for relevant online advertising, providing consumers with enhanced transparency and control.  Through multifaceted Principles that apply to data gathered from a particular device in either the desktop or mobile environments, the DAA program addresses practices for multi-site data collection and use generally, as well as other platform-specific practices. Our programs reach the online marketplace through thousands of brands, including top global Internet advertising networks. The DAA icon is served globally more than 1 trillion times each month.

More than 39 million unique visitors have visited DAA program Web sites since the launch of the program, and more than 5.4 million unique visitors have exercised choice at the Consumer Choice Page: Participants continue to use the Icon and rely on DAA Principles to meet consumer expectations for privacy and drive engagement.

In addition, our stakeholders are also increasingly engaged with DAA through our Voices newsletter, and our expanding digital and social media presence in particular. DAA launched a new Facebook presence in 2014, among other social media platforms. Like us!

Equally important to DAA are consumers and their attitudes and behaviors: more than 51% of U.S. consumers say that they'd be more likely to click on relevant ads that feature an icon directing them to choice options -- and more than 73% say that they'd feel more comfortable about receiving such ads knowing that companies abide by the safeguards of the DAA program (Zogby Analytics Polls, 2013).

DAA Principles are independently enforced by two organizations: the Direct Marketing Association (DMA) and the Council of Better Business Bureaus (CBBB). To date, DMA has investigated hundreds of consumer queries about digital advertising, yet only a handful has concerned interest-based ads. CBBB has publicly reported 42 compliance actions to date.

Globally, the DAA Principles are now in effect and enforced in 33 countries and 26 languages (DAA, Digital Advertising Alliance of Canada, European Interactive Digital Advertising Alliance), with Croatia and Turkey most recently joining the program in 2014.

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