DIGITAL ADVERTISING ALLIANCE POSITION ON YAHOO!’S BROWSER CHOICE MECHANISM

NEW YORK, NY - March 29, 2012 - In response to Yahoo!’s March 29, 2012 announcement that it will implement a Do Not Track (DNT) header solution that will be accessible across Yahoo!’s global network by early summer, Stuart Ingis, counsel to the Digital Advertising Alliance (DAA), stated: “Yahoo! has been a leader in participating in the DAA’s development of meaningful privacy protections for consumers.  We support the Yahoo! efforts announced today to meet the DAA commitment made at the White House in February to honor the DAA Principles through a simple browser based choice mechanism.  We look forward to the others in DAA honoring browser based choice as an additional means of honoring consumer choice in accordance with DAA Principles.” 

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