About the Digital Advertising Alliance

The Digital Advertising Alliance (DAA) establishes and enforces responsible privacy practices across industry and relevant digital 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. The DAA is an independent non-profit organization led by the leading advertising and marketing trade associations.

For Interested Companies

Learn about the DAA Program: You can find out more about the DAA Principles, and our participating Associations. To learn how your company can implement the Principles, please review the Implementation Resources Register to USE the YourAdChoices Icon : Companies participating in Program may use the DAA Icon as a means for providing enhanced notice of interest-based advertising practices. If you would like to register to use the icon, please click here. To separately register your company's participation in the DAA's AppChoices tool, please click here. Report a Complaint: If you believe that you have witnessed a practice or ad that may violate the Principles, you can report the incident to either Better Business Bureaus (CBBB) or The Direct Marketing Association (DMA). Complaints may be filed by consumers, business entities or other stakeholders.

For Companies Involved in Interest-Based Advertising

To enhance the transparency of interest-based advertising, the DAA encourages companies qualifying as third parties under the Principles to:

  • Inform consumers about their data practices through clear, meaningful and prominent notices.
  • Display the DAA YourAdChoices Icon so that consumers find out about interest-based advertising, learn about the data practices associated with advertisements they receive, and opt-out if they choose.
  • Register to receive information about how to be listed on the Consumer Choice Page (for Desktop & Mobile Web) and AppChoices, where consumers will be able to easily opt out from data collection by participating companies for applicable practices.
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