As of September 15, 2025, the Network Advertising Initiative (NAI) has ceased operations for its opt-out tool for cookie-based and probabilistic interest-based advertising (IBA), as well as its email-based identifier control tool for the same purpose.
If your company offers links to NAI’s tools in your privacy policy or other content, you should immediately transition those links to the Digital Advertising Alliance’s (DAA) own choice tools, which remain fully operational at the URLs DAA has always used, further described below. This will allow you to continue to offer direct access to industry-wide choices that both consumers and policymakers have come to expect.
If your company was integrated in the NAI choice tool(s), then please contact DAA to learn more about this change, and how to migrate to DAA’s choice tools if you have not done so already.
Other ad tech companies also should be listed on DAA’s choice tools if they enable data collection on digital properties for targeted advertising. Again, please contact DAA if your company allows data collection on your digital properties but does not yet currently offer industry-wide IBA choices to consumers.
The following have been and continue to be the appropriate DAA choice tool URLs to update privacy policies and other content:
- WebChoices 2.0 with Protect My Choices browser extension – for cookies, IP addresses and probabilistic IDs: https://optout.aboutads.info/
- AppChoices for mobile advertising IDs (iOS and Android) in the app environment: https://youradchoices.com/appchoices
- YourAdChoices Token-based Opt-Out/Revocation Tool, for hashed email and hashed phone numbers, as well as categorical “opt-down” choices: https://youradchoices.com/token
- All three DAA tools also are offered via a singular consumer-friendly- gateway available at: https://youradchoices.com/control
For more than 15 years, DAA has offered rigorous privacy self-regulation with independent enforcement and robust information and controls to consumers over the use of data for IBA purposes. Please contact us to learn more.
