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Follow The Data: New Survey Shows Strong Consumer Support for Expanded Use of AdChoices Icon

April 2, 2024

By Lou Mastria

The Big Idea: A new survey shows that a large majority of Americans recognize, trust, understand, and support the Digital Advertising Alliance’s AdChoices Icon, and they want to see the icon’s functionality expanded to include new tools and technologies.

As corporate leaders and policymakers look at emerging advertising technologies and new regulatory proposals, we should all listen closely to the people who will use those tools to get information and express their choices.

Survey Finds Broad Consumer Recognition, Trust, Understanding, and Support for DAA's AdChoices Icon

Large Majorities of Respondents Want to Maintain AdChoices’ Icon-Based Tools, Prefer Expanded Use of AdChoices Icon Over Alternatives

NEW YORK, NY -- April 2, 2024 -- Americans broadly recognize, understand, trust, and support the ubiquitous blue triangular AdChoices icon that appears across ads, websites, and apps and provides access to information and choices about ads, according to a

Preparing Consumer Choice for Its Next Chapter – A ‘Thank You’ to Industry Leaders for Their Vision and Support

June 22, 2021

By Lou Mastria

It takes a lot of initiative and preparation to maintain an effective, privacy-friendly consumer opt-out for interest-based advertising in an evolving ad-tech ecosystem. We’re getting it done – with help.

As we move forward to a “beta” launch of token-based opt-out/revocation functionality for consumer choice later this month, I want to take a moment to mark this achievement by acknowledging some of the companies that have raised their hands to help get this developed.

New DAA-Commissioned Survey Shows ‘AdChoices’ Icon Recognition Has Grown to 82 Percent in 2021

June 3, 2021

By Lou Mastria

Consumers use and see the icon as a portal to privacy information – and assign trust to brands, publishers and advertisers who use it in ads, in apps and on sites.

To evaluate ongoing consumer awareness and perception around the “AdChoices” icon, the Digital Advertising Alliance (DAA) conducted a survey of 1,000 US adults in February 2021. Among top-line findings are that 82 percent of respondents have some familiarity with the YourAdChoices Icon and 81 percent understand the icon broadly offers them choice and control as it pertains to advertising.

DAA Announces Updated Transparency & Consumer Control with Token-based Opt-out/Revocation Tool

May 12, 2021

By Lou Mastria

AppChoices is being updated to remain consistent with industry best practices and consumer expectations/preferences.

As the digital advertising industry continues to evolve, the Digital Advertising Alliance (DAA) is working to ensure that its time-tested Transparency and Control Principles,

Summit Snapshot: Reassurance Now and for the Long Run with the YourAdChoices Privacy Program

May 19, 2020

By Lou Mastria

Big Idea: Adherence to DAA Principles is the “go to” for brands when it comes to offering consumers transparency and control.

Earlier this month, at DAA Virtual Summit 20 | ADvolution, it gave me an opportunity to express thanks to our speakers, sponsors, programmers and team – and to reflect on the current advertising and privacy environment.

New Study Shows Ad Revenue Benefit through Cookies – Reinforcing Previous 2014 DAA Research: We Can Have Both Personalization & Ubiquitous Privacy Protections

September 5, 2019

By Lou Mastria

YourAdChoices can help strike a balance between valuable relevance and ubiquitous privacy controls.

A newly updated academic study highlighted in AdExchanger this week reinforces a previous separate study commissioned by the Digital Advertising Alliance (D

Interest-Based Advertising – Getting a Whole Lot of Love (and Trust)

November 18, 2013

By Lou Mastria

The DAA program offers the types of privacy protections that consumers want -- and having these protections present increases their trust in advertising and brands..

Two weeks ago, the Digital Advertising Alliance announced the results of a Zogby consumer research effort it commissioned which provided an opportunity to take the temperature regarding U.S. consumer attitudes about their Internet experiences, and their understanding of how advertising (and interest-based advertising) helps to finance the quantity, quality and diversity of content they experience there.

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