Digital Advertising Alliance Promotes Your Ad Choices Campaign


The Digital Advertising Alliance (DAA) has launched a campaign to inform consumers about interest-based advertising and online privacy, with three videos (watch below) to explain targeted marketing and advertising, and explain what its new logo identifies. 

Called “Your Ad Choices,” it’s one of the largest U.S. consumer privacy campaigns to date and perfectly timed as the SOPA/PIPA debate gets consumers thinking about their online rights.

The DAA is a proponent of self-regulation in digital advertising, and introduced the Ad Choices logo last year. The DAA website receives about 100,000 weekly visits, with about 20-25% of those opting out of behavioral ads.[more]

“Building meaningful relationships with consumers has immense value for brands. In this campaign we chose to personify banner advertising, infusing banner ads with a human desire to build relationships with the ‘right’ people,” said Lori Feld, managing director of MRM Salt Lake City, part of McCann Worldgroup company who created the campaign as a pro bono project.

Your Ad Choices leverages two-and-a-half year’s effort to implement cross-industry best practices for data collection through the Advertising Option Icon and is phase one of the online campaign that includes banner advertising, and the videos featured on a new website,

The ads do not overtly inform users they can opt out of behavioral targeting, but feature the Icon, encourage its integration into ad creative and a click on it lets users opt out of interest-based ads from participating companies, now including 400 plus and major brands such as American Express, AT&T, Disney, General Motors, Kraft Foods, Microsoft and Walmart.

Critics, like Marc Rotenberg, executive director of the Electronic Privacy Information Center, tells the New York Times he sees the DAA campaign as a pre-emptive defense against legislation. “I don’t think these ad campaigns help Internet users protect their privacy online. I think they’re made to justify certain business practices.” 

Facebook faced the music last year and created its own campaign about data collection and online ads, while Google just launched a Good to Know campaign to enlighten consumers about privacy and online data collection. 

“This new campaign frames the debate over behavioral targeting in a much more positive light than past campaigns, but…will this be effective in changing the public perception of targeted ads?” asks Ad Age. “Will the campaign convince the public that behavioral targeting is in its favor?” 

Watch the videos and let us know what you think with a comment below:


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