Training Example: Digital Advertising Alliance (DAA) / YourAdChoices – Review the Data, Give Your Score & Compare to the Real AI Evaluation

[H2] Take Control with
YourAdChoices
Exercise choice on the Web for desktop and mobile or mobile apps—with one or more participating companies.

Learn More
FAQ

[IMG: WebChoices]
[IMG: TokenChoices]

[IMG: Control Image - AppChoices Home Screen]

[H2] Put the AdChoices Icon to Work for You
Use the Icon to understand when information about your interests is being collected or used—and by which—companies.

Learn More

[IMG: YourAdChoices Icon]

[H2] What's Behind the
YourAdChoices Icon
YourAdChoices is brought to you by the Digital Advertising Alliance (DAA). Find out about the DAA program's protections and how participating companies are held accountable.

Learn More

[IMG: DAA Logo]

[H2] The Benefits of Relevant Advertising
Advertising based on your likely interests gives you more relevant ads and offers and helps pay for the online content and services you enjoy.

Learn More

[IMG: Ad Marker]

[H1]
[IMG: YourAdChoices Icon]
Put the YourAdChoices Icon to Work for You
What is YourAdChoices?
The Icon is a tool that lets you know when information about your interests may be collected or used for relevant advertising. It connects you to tools that allow you to control how data is collected and used for ads based on your interests.
What Happens When You Click the Icon?
When you click the YourAdChoices Icon, you can get information and make choices about your digital ad experience. You also may learn more about the company behind the ad and other companies that offer interest-based advertising.

Learn More

Where Do You Find the Icon?
You can find the YourAdChoices Icon on or near ads on the Web, on ads in your mobile browser, and on the pages of many of your favorite content providers. You may also see the Icon when you install apps or on ads in those apps. You can see the Icon frequently—it’s served globally more than one trillion times each month.
Does YourAdChoices Block Ads?
YourAdChoices gives you information and control over the types of ads that use information about your likely interests. If you do opt out, then you will still see ads but they may be less relevant.

[H1]
[IMG: YourAdChoices Icon]
What's Behind the YourAdChoices Icon?
The Digital Advertising Alliance (DAA): The Cross-Industry Program Behind YourAdChoices
Companies participating in the program agree to follow the DAA Principles for transparency and choice for interest-based advertising. Equally important, all companies that engage in practices covered by the program are accountable under the DAA Principles.
What Do the DAA Principles Cover?
The DAA Principles apply to the collection and use of interest-based advertising data. The Principles provide other protections for data collection across sites and apps including controls for the use of mobile location and personal directory information, as well as prohibitions on the use of interest data for eligibility determinations.

Learn More

Which Companies Participate in the YourAdChoices Program?
Hundreds of companies participate. You can also learn about the trade associations that sponsor the DAA Program.

YourAdChoices and Accountability
Companies engaged in interest-based advertising are held accountable. Consumer complaints are addressed through an independent enforcement mechanism provided by BBB National Programs (BBBNP) and the Association of National Advertisers (ANA). These enforcement mechanisms also affirmatively monitor for compliance.

[IMG: BBB Logo]
Report a Complaint

[IMG: ANA Logo]
Report a Complaint

[H1] The Benefits of Relevant Advertising
How do relevant ads improve my digital experience?
With ads that are made more relevant based on information about your likely interests, you get ads that are more interesting and useful, helping you to discover new products or a better deal on services you already use.
How do relevant ads help pay for content and services?
Advertising is the engine that powers much of the content and services that consumers enjoy online. More relevant ads get more clicks, and advertisers pay more for these ads, allowing content and services providers to continue to operate without charging visitors to their sites.
How do relevant ads work?
Interest-based advertising tries to make the ads you see more relevant through the use of information about the types of sites that you visit across the Web or across the mobile apps that you use.

Learn More

[H1] Participating Companies
Who's Participating in the YourAdChoices Program?
Hundreds of companies, representing thousands of brands, participate in the Digital Advertising Alliance's YourAdChoices program. These businesses understand that more relevant advertising messages go hand in hand with responsible data collection -- where consumers are given control over their digital and mobile advertising experience.

Learn More

[H1] Learn

[H1] Control

[H1] YourAdChoices Gives You Control
When you click on the YourAdChoices Icon, you are provided information from the company that helped bring you the ad and a choice to opt out from such interest-based ads using free-to-the-consumer Digital Advertising Alliance (DAA) tools. These tools, through the DAA YourAdChoices program, allow you to exercise control under the DAA Principles for a broad array of companies providing this type of advertising right here:
FAQ

[IMG: WebChoices]
[H3] WebChoices: YourAdChoices Control for the Web
Whether you want to exercise control on your desktop or mobile browser, the DAA YourAdChoices program provides you with the WebChoices tool that can help you make choices for a broad array of companies.
Visit the WebChoices Tool

[IMG: AppChoices]
[H3] AppChoices: YourAdChoices Control in Apps
You can also download the free AppChoices app for control over how information about your interests is used for in-app advertising on your mobile device.
Available for iOS and Android.
[IMG: Apple]
[IMG: Google]
[IMG: Amazon]

[IMG: TokenChoices]
[H3] YourAdChoices: Consumer Control Using a Token Identifier
You can send your identifier to participating companies to opt out/revoke its use for Interest-Based Advertising and other applicable uses under the DAA Principles for the Web. Consumers can opt out of some or all listed companies. [AppChoices provides this same token control.]  Please note that any identifier submitted within this tool, such as an email address, will not opt you out of email subscriptions, other email services, or other uses of the identifier you provide in which you may have enrolled or from which you receive communications.
Visit the YourAdChoices Tool

[H1] Consumer Assistance | WebChoices,  AppChoices and YourAdChoices
[H3] Frequently Asked Questions about the Digital Advertising Alliance and Its Consumer Choice Tools: WebChoices & AppChoices
For answers to frequent questions about the Digital Advertising Alliance (DAA) self-regulatory program, interest-based advertising and other applicable uses of Web-viewing and app usage data, and how the DAA's two consumer choice tools - WebChoices and AppChoices - work, please visit the following FAQ topic areas:
Learn More

[H1] About the Digital Advertising Alliance

The Digital Advertising Alliance (DAA) is a consortium of the leading national advertising and marketing trade groups that together deliver effective, self-regulatory solutions to online consumer issues.
About the Associations Participating in the DAA
[IMG: 4A]
The 4As was established in 1917 to promote, advance, and defend the interests of our member agencies, employees and the advertising and marketing industries overall. We empower and equip our members to confidently navigate the ever-changing ecosystem of the agency world. We ensure they remain relevant, are positioned to compete, and have the resources to thrive and grow. With a focus on advocacy, talent and creating impact, the organization serves 600+ member agencies across 1,200 offices, which help direct more than 85% of total U.S. advertising spend. For more information, visit www.aaaa.org.
[IMG: AAF Logo Image - American Advertising Federation]
The American Advertising Federation, headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 226 college chapters, the AAF provides 8,000 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies, and media companies, comprising the nation's leading brands and corporations. For more information, please visit www.aaf.org.
[IMG: Association of National Advertisers]
The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA's membership includes more than 1,850 companies and organizations with 20,000 brands that engage almost 50,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 1,100 client-side marketers and more than 750 marketing solutions provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.   For more information, please visit www.ana.net.
[IMG: BBBNP Logo Image -- Better Business Bureaus National Programs]
BBB National Programs fosters trust, innovation, and competition in the marketplace through the development and delivery of cost-effective third-party self-regulation, dispute resolution and other programs. These programs were formerly administered by the Council of Better Business Bureaus. To learn more about industry self-regulation, please visit: BBBNP.org.
[IMG: IAB Logo Image - Interactive Advertising Bureau]
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco. For more information, please visit www.iab.com.
[IMG: NAI Logo Image - Network Advertising Initiative]
Founded in 2000, the NAI (Network Advertising Initiative) is the leading self-regulatory association dedicated to responsible data collection and use for digital advertising, with nearly 100 advertising technology businesses as members. The NAI works closely with its members, leading advertisers and publishers, and other key stakeholders to promote policies and voluntary practices for responsible data-driven advertising across digital media. We are a champion of strong industry self-regulation and co-regulation, whereby industry efforts can play a complementary role to maximize industry compliance, and reduce the burden on enforcement. To learn more, visit thenai.org

Skip to main content

[H1] DAA Self-Regulatory Principles

[IMG: Cover - Best Practices for the Application of the DAA Self-Regulatory Principles of Transparency and Control to Connected Devices PDF]
Best Practices for the Application of the DAA Self-Regulatory Principles of Transparency and Control to Connected Devices explain how the Digital Advertising Alliance Self-Regulatory Principles for Online Behavioral Advertising ("OBA Principles") and Multi-Site Data ("MSD Data"), the Application of the Self-Regulatory Principles to the Mobile Environment ("Mobile Guidance"), and Application of the Self-Regulatory Principles of Transparency and Control to Data Used Across Devices ("Cross-Device Guidance") (collectively, the "Principles") apply to the practice and collection and use of Connected Device Data from a Connected Device..
Download PDF
[IMG: Cover - Policy Framework for Addressable Media Identifiers PDF]
The Policy Framework for Addressable Media Identifiers establishes governance and accountability for the provision and use of interoperable Addressable Media Identifiers (“AMIs”) for the digital media ecosystem. AMIs approved to operate under this Framework will be limited in use to very specific parameters of permitted uses. The Framework directly addresses privacy concerns to help ensure that AMIs are used in responsible and privacy protective ways.
Download PDF
[IMG: Cover - Application of DAA Principles to Political Advertising PDF]
This Application of the Self-Regulatory Principles of Transparency & Accountability to Political Advertising explains how the Digital Advertising Alliance’s (“DAA”) Self-Regulatory Principals of Transparency and Accountability apply to paid-for express advocacy political advertising for federal and certain state-wide elections in both the desktop and mobile environment. This guidance responds to the growth of digital political advertising, and the need to provide potential voters with clear, meaningful, and prominent access to information about the entity that is promoting the political advertising they see online.
Download PDF
[IMG: Cover - Application of DAA Principles to Cross-Device Data Collection for Interest-based Advertising]
This Application of the DAA Principles of Transparency and Control to Data Used Across Devices explains how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi-Site Data (“MSD Principles”), and the Application of the Self-Regulatory Principles to the Mobile Environment (“Mobile Guidance”) (collectively, the “Principles”) apply to the practice of using Multi-Site Data and Cross-App Data collected from a particular browser or device for use on a different computer or device. This guidance will become effective February 1, 2017.
Download PDF
[IMG: Application of DAA Principles to Mobile Environment]
This Application of Self-Regulatory Principles to the Mobile Environment guidance explains for covered companies how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi-Site Data (“MSD Principles”) (collectively, the “Self-Regulatory Principles”) apply to certain types of data in the mobile Web site and application environment. This guidance responds to the fact that both First Parties and Third Parties operate across a variety of channels including mobile. The Self-Regulatory Principles apply consistently across these channels, although current implementation may vary based on the technological demands of different channels.
Download PDF
[IMG: Cover - DAA Principles for Multi-Site Data]
The cross-industry Self-Regulatory Principles for Multi-Site Data augment the Self-Regulatory Principles for Online Behavioral Advertising (OBA) by covering the prospective collection of Web site data beyond that collected for OBA purposes. The existing OBA Principles and definitions remain in full force and effect and are not limited by the new principles.
Download PDF
[IMG: Cover - DAA Principles for Interest-Based - Online Behavioral Advertising]
The cross-industry Self-Regulatory Principles for Online Behavioral Advertising were developed by leading industry associations to apply consumer-friendly standards to interest-based advertising across the Internet. Interest-based advertising increasingly supports the convenient access to content, services, and applications over the Internet that consumers have come to expect at no cost to them.
Download PDF
Return to Learn

Back to Top

[H1] Consumer Assistance | WebChoices/Protect My Choices, AppChoices and YourAdChoices

[H3] Frequently Asked Questions about the Digital Advertising Alliance and Its Consumer Choice Tools:
WebChoices
Protect My Choices (browser extension),
AppChoices app and
YourAdChoices Token Choices Tool
YourAdChoices Token Preferences Tool
For answers to frequent questions about the Digital Advertising Alliance’s (DAA) self-regulatory program, interest-based advertising and other applicable uses of Web-viewing and app usage data, and how the DAA consumer choice tools – WebChoices, the Protect My Choices browser extension,  the AppChoices app, and the YourAdChoices (Token) tools – work, please visit the following FAQ topic areas:
Learn about the DAA’s Self-Regulatory Program
Learn about interest-based advertising
Learn about what DAA’s WebChoices does – and doesn’t do
WebChoices: ‘Protect My Choices’ Browser Extension for Chrome, Edge, and Safari
Learn about what DAA’s AppChoices does – and doesn’t do
Understand DAA YourAdChoices (Token) Choices Tool (DAA YourAdChoices)
Understand YourAdChoices (Token) Preferences Tool
How to use DAA’s WebChoices Tool (Updated Video coming soon)
How to use DAA’s WebChoices Tool (Tutorial)
WebChoices Opt-Out Troubleshooting and Scope
If you are experiencing issues with the functionality of any DAA consumer choice tool, then please visit the FAQ section of WebChoices, Protect My Choices, AppChoices, or YourAdChoices.
___________________________________________

[H3] About The DAA Program
[H3] What is the DAA Self-Regulatory Program?
The Digital Advertising Alliance (DAA) is an independent not-for-profit organization which establishes and enforces responsible privacy practices for relevant digital advertising, while giving consumers information and control over the types of digital advertising they receive. The DAA runs the AdChoices program and its WebChoices, Protect My Choices, mobile AppChoices, and YourAdChoices consumer choice tools. (The DAA also runs the PoliticalAds program, which is designed to increase transparency and accountability around digital express advocacy ads.)
Underlying the DAA’s efforts are the DAA Principles, including updates to address changing technologies and business models around multi-site, mobile, cross-device and connected-device data. Compliance with the DAA Principles is independently enforced for all companies in digital advertising by the Digital Advertising Accountability Program (DAAP) of the BBB National Programs and the Association of National Advertisers Center for Ethical Marketing (ANA CEM). The DAA is organized by a consortium of the leading national advertising and marketing trade groups, including the 4As; American Advertising Federation; Association of National Advertisers; Interactive Advertising Bureau; and Network Advertising Initiative; with the advice of the BBB National Programs.
The DAA Self-Regulatory Program applies to data collection and use for interest-based advertising in the United States and its territories. For information regarding programs in other nations and regions, please visit sister organizations, respectively:
Argentina
Canada
European Union/European Economic Area
India
To what data collection and use practices do the DAA Program apply?
The DAA has issued the following Principles and related Guidance:
Self-Regulatory Principles for Online Behavioral Advertising
Self-Regulatory Principles for Multi-Site Data
Application of Self-Regulatory Principles to the Mobile Environment
Application of the DAA Principles of Transparency and Control to Data Used Across Devices
Application of the DAA Principles of Transparency and Accountability to Political Advertising
Application of the DAA Principles of Transparency and Control to Data Used Across Devices
Best Practices for the Application of the DAA Self-Regulatory Principles of Transparency and Control to Connected Devices
The DAA’s Principles apply to interest-based advertising (sometimes called online behavioral advertising) and other applicable uses of Web-viewing and application use data collected from a particular computer or device over time and across unaffiliated Websites and apps. For interest-based advertising, the applicable Principles address the areas of:
education,
transparency,
consumer control,
data security,
changes to existing policies,
sensitive data and
accountability.
The DAA’s Principles and guidance also address transparency and control for:
precise location data and
personal directory data.
They also apply to data collection for interest-based advertising purposes across devices.
___________________________________________
About Interest-Based Advertising
What is interest-based advertising?
Interest-based advertising (IBA) – which is also sometimes called "online behavioral advertising" – uses information gathered about your visits over time and across non-affiliated websites or applications to predict preferences to show you ads that are more likely to be of interest to you. For example, a sporting goods manufacturer might work with an advertising network that collects and uses interest-based advertising information to deliver ads to the browsers of users that have recently visited sports-related sites, or an airline might direct ads to users that recently visited mobile travel apps.
How does interest-based advertising work?
When a user visits a website or uses an app that works with an advertising network or other online advertising companies, these advertising companies gather information about the user’s browser or device activity to tell when that same user browser or device visits other websites or apps within the same network – even if these content offerings are run by different companies or have different web addresses or brands. Over time, the information gathered about the browser or device may help predict the browser or app user’s likely interest in particular categories of ads: for example, users who frequently visit baseball-related websites might receive more ads for the “baseball/sports enthusiast” category, or users who engage with automobile review apps might receive more ads for the particular models of cars that may interest them. This inferred interest category is used to provide advertising relevant to the category to a particularly browser or device.
What are the benefits of interest-based advertising for me?
The most important benefit of interest-based advertising is the free or low cost Internet itself. For example, many non-subscription websites and online services rely on this type of advertising for revenue, so they do not have to charge users for the content they provide or otherwise subsidize the cost for providing content and services. When you check the news or the weather online, scan your favorite entertainment site or blog, play a free online game or app, or watch a popular TV show or music video on your phone, you are seeing the consumer benefits of online advertising at work.
Put another way, advertising is the financial engine that powers most of the free and advertising-subsidized websites, content and apps. Studies show that advertising provides more than $30,000 annually in value to each American consumer.  Interest-based advertising is a significant part of that economic model. Without interest-based advertising, some free websites, apps and services might have to start charging their users or increasing fees, and others would not be able to continue delivering innovative online services. In fact, Americans assigned a value of more than $1,400 per year to the array of free, ad-supported services and content currently available to them on computers and mobile devices, according to a survey administered by DAA.
There’s another benefit of interest-based advertising for users as well: more relevant ads. When advertisers use interest-based advertising tools, you get ads that are more interesting, relevant, and useful to you. If you’re a college student, for example, then you might be more interested in seeing ads for spring break destinations than for retirement homes. If you like musicals, then you might want a ticket offer for a new show and not to the ballet. Those relevant ads improve the online experience and help users find things that interest them more easily.
What types of information do companies use to advertise to me online?
In addition to interest-related information, online advertising companies may use information about users' general location, such as their city or ZIP Code, so that they can market products of most interest to a particular region (snow shovels to residents of in New England but not in Florida, for example), or help local advertisers reach their customers (for example, a local bakery advertising to likely interested customers in and around its hometown).
Advertising companies may also use demographic information, such as age, gender or occupation, or they can attempt to infer such information based on the general demographics of visitors to a particular site. They may separately use the data they have collected online to make additional predictions about users’ interests, or they may combine their data with related information from other sources.
A typical set of information associated with a user's web browser might include:
Gender: Male
Age range: 25-34
Geography: Washington DC metro area
Interested in baseball
Interested in travel to Europe
Car shopper
Some advertising companies give users access to the categories of information associated with users’ browsers, so users can edit that information to make it more useful and accurate.
How can I learn more about online advertising and how it works?
There are some online tutorials and educational materials on the online advertising “ecosystem” and how it works, which you can review on the WebChoices tutorial<. Additional resources will be made available soon.
What are cookies and how are they used in online advertising?
Cookies are small pieces of text that are placed in your browser by the websites you visit and other parties including the advertising companies and content partners for those sites. Only the company that sets a cookie can access/read it later. You can use the preference settings in your browser to view and control the cookies you have. Not all browser cookie settings are identical, so users should familiarize themselves with the default settings of each.
Cookies help websites remember visitors when they return to the site. For example, a cookie can help a website remember your computer's location, so it can show your local news or weather when you return, or it can remind a video site that you’ve already registered, so you don’t have to sign in again each time you visit. In short, cookies are used to personalize websites for you based on the preferences you’ve chosen and through predictions about the type of content that might interest you.
In the advertising world, cookies are used in many different ways. Online advertising companies use cookies to help deliver ads and gauge their performance. Cookies, can for example, provide information about how many times an advertisement has been seen, which browsers have received it, and what sites were being visited when it appeared. They can also help predict which type of advertisements might be of interest to groups of users (audiences) in the future and help advertising companies recognize the browsers of users in that audience so that these interest-based ads can be delivered to them.  Cookies are not the sole technology used by advertising companies for these purposes.
We have made the following website available to help consumers understand other identifiers and what control options DAA offers to consumers. Please visit the DAA’s About Identifiers resource at:
https://www.aboutidentifiers.org/
[H3] What can I do if I don’t want to receive interest-based advertising?
You can opt out of receiving interest-based advertising from the companies participating in the DAA program’s WebChoices, Protect My Choices consumer choice tools, which are available in versions for some of the most popular desktop and mobile browsers. DAA also offers other choice tools – “AppChoices” -- to limit the collection of cross-app data on a mobile device for interest-based advertising and other applicable uses, as well as YourAdChoices Token Choices Tool where users can limit such data collection and use by way of another ad identifier (“hashed” email or phone number) among participating companies. Each of these tools may be accessed by visiting:
https://youradchoices.com/control
After you opt out using any and all of DAA’s choice tools, the participating companies will no longer collect, use, or transfer information about activity on your browser or device, respectively, for the purpose of interest-based advertising or any other applicable data practice covered by the DAA Principles. They may, however, continue to serve online advertising on the pages or apps you visit that is not dependent on information about your online interests based on data collected over time and across non-affiliated websites or apps and may continue to use data for purposes other than interest-based advertising such as operational purposes, fraud prevention, and analytics.
Browsers and mobile operating systems also provide other privacy mechanisms, some of which may affect your use of WebChoices/Protect My Choices. We encourage you to review the privacy control settings available in your browser or device platforms settings. Note that some of these advertising identifier controls (such as settings that may block first- or third-party cookies) may impede the storage of your WebChoices opt-out choices and may need to be reset to accept such cookies, as you use the WebChoices tool to opt-out, to have companies be able to read and honor your opt-out requests successfully.
When using WebChoices in some browsers, you will need to download DAA’s Protect My Choices (PMC) browser extension to signal and preserve all of your choices . We recommend and encourage you to download and install this extension for all the browsers for which it is available. For more information, please visit the PMC section of the FAQ.
[H3] What is the DAA ‘AdChoices’ Icon and what does it tell me about interest-based advertising?
Another major element of the DAA Program is the creation and broad adoption of a clickable “icon” to be placed on or near online advertisements (or on Web pages or in apps) that links users to information about interest-based advertising, and that identifies advertising companies involved in serving such ads and describes their data collection practices. The icon should also link users to a choice mechanism – such as WebChoices – that consumers can use to notify advertising companies about whether or not they wish to opt out of future interest-based advertising.
Does the DAA Pro