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In January 2012, the Digital Advertising Alliance (“DAA”) launched an education campaign to inform consumers about interest-based advertising and how to take greater control of their online privacy. The DAA is a coalition of the nation’s leading media and marketing trade associations, including the Association of National Advertisers, the American Advertising Federation, the American Association of Advertising Agencies, the Direct Marketing Association, the Interactive Advertising Bureau, and the Network Advertising Initiative. The DAA administers a self-regulatory program that calls for entities engaged in online behavioral advertising to provide enhanced transparency via the Advertising Option Icon and consumer control.
The campaign, known as “Your AdChoices,” was created pro bono by the Salt Lake City office of MRM, a member of McCann Worldgroup. The campaign builds upon the DAA’s two-and-ahalf year effort to develop and implement cross-industry best practices and effective solutions for providing notice and choice with respect to collection and use of data through its Advertising Option Icon (see image to the left).
The campaign includes banner advertising that links to an information website, www.youradchoices.com, which features three educational videos and a userfriendly consumer choice mechanism. The consumer choice page enables consumers to opt out of interest-based advertising from the companies that participate in the DAA’s Self-Regulatory Program. Companies that participate in the Program are donating ad inventory space to deliver the banner ads to consumers across the Internet. DAA expects to deliver hundreds of millions of ad impressions in 2012.