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.

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About The DAA Program

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.

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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/

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.

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 Program limit the sharing of information between online advertising companies?

Yes. One goal of this program is to better explain the process and to identify the companies that are involved in the distribution of interest-based advertising to users through tools like a clickable icon inside or near the ad you view, and a choice mechanism enabling you to opt out of future interest-based advertising. In addition, the program seeks to ensure that if you opt out of having your information used by participating companies for interest-based advertising, information about your likely interests will no longer be shared with other companies.

How does the program govern use of precise location data (PLD) and personal directory data (PDD) for interest-based advertising?

The DAA Program treats these two categories of information distinctly from cross-app or web-viewing data. PLD and PDD are subject to prior consent for the purpose of interest-based advertising. Marketers must also extend easy-to-use mechanism to withdraw that consent at any time.

How does the program limit the uses of sensitive information for interest-based advertising?

Companies participating in this program agree not to use specific types of sensitive health or financial data, such as financial account numbers, medical records, pharmaceutical prescriptions, precise location, or Social Security numbers about a specific individual for interest-based advertising without prior consent.

The DAA Program also prohibits the use of web-viewing or application use data for determining an individual’s eligibility for credit, employment, healthcare, and insurance. To learn more, visit the DAA’s Multi-Site Data Principles on the DAA Principles page.

How does the program limit interest-based advertising to children?

Under the Principles of this program and consistent with the Children’s Online Privacy Protection Act (COPPA), participating companies should comply with the law.

How does the DAA program help ensure that participating companies comply?

The BBB National Programs and the Association of National Advertisers Center for Ethical Marketing (ANA CEM), have implemented and maintain accountability programs to address companies’ compliance with the DAA Principles.

If you believe that you have witnessed a practice that may violate the DAA Program, then you can report the incident to either the BBB National Programs or ANACEM.

The BBB National Programs and ANACEM will coordinate investigation of received complaints. Please click below to learn more about each organization’s complaint handling procedures.

• BBB National Programs Complaint Handling Procedures
• ANA Center for Ethical Marketing Complaint Handling Procedures

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About DAA’s WebChoices: what it does – and doesn’t – do

How does DAA’s “WebChoices” consumer choice tool work?

Companies that engage in interest-based advertising are required to provide consumers with an easy-to-use mechanism for exercising choice about the collection and use of information covered by the DAA’s Principles.

WebChoices gathers together in one place the opt-out mechanisms provided by companies integrated into the tool, offering visitors a “one-stop” platform through which to view privacy policies and opt out from the collection of Web-viewing data for interest-based advertising and other applicable uses, by some or all participating companies.

WebChoices does not, however, provide information about advertising companies that do not participate in the DAA Program, or provide choices to any form of advertising provided by these non-participating companies.

In certain browsers, WebChoices requires users to download a “Protect My Choices” browser extension – so their choices and preferences can be stored and honored at the browser-level as they visit sites around the web. We recommend and encourage users of all browsers, for which the extension is available, to install it.

The DAA separately provides the free AppChoices app for consumers to control data collected and used across non-affiliated apps on mobile devices by DAA companies participating in that tool. The DAA also provides YourAdChoices (Token) tool for consumers to limit data collection for interest-based advertising using modified versions of other common advertising identifiers.

Will WebChoices block me from receiving any or all web-based ads or email advertisements?

No. The choices available through the WebChoices tool apply to interest-based advertising and other applicable uses of web-viewing data by the DAA’s participating companies. The choices do not apply to other types of ads provided by these companies, or carry over to interest-based advertising occurring in mobile apps or other platforms like CTV.  To help consumers control data collection by participating companies in these other areas, users may use DAA’s AppChoices app and YourAdChoices tool.

For example, even after opting out of interest-based advertising from a participating company, a user may still receive other types of advertising from that company, including ads selected on the basis of the content of the web page ("contextual" ads), or other types of information (for example, demographic).

The opt-out choices provided through DAA’s choice tools (WebChoices/Protect My Choices, AppChoices, and YourAdChoices) do not apply to electronic email (or “spam”), postal mail, or pop-ups.

Furthermore, choices via WebChoices are browser-specific, and users seeking to control interest-based advertising on other browsers and devices should repeat WebChoices on each browser they use. A WebChoices user should download the Protect My Choices (PMC) browser extension to communicate and preserve all their choices and preferences at the browser-level.

To learn more about how particular websites or applications collect or use data for other types of advertising, users should review the privacy policies of the websites and apps that they visit. Companies in the DAA Program offering choice tools are listed on WebChoices, AppChoices and YourAdChoices Token tools along with their privacy policy link for consumer transparency.

What are opt-out cookies and how do they remember opt-out preferences?

Many online companies use cookies to remember users’ preferences about the collection and use of data. These “opt-out cookies” help the participating companies to “recognize” users who have opted out through the DAA Program, and to respect that choice.

When a user exercises choice, those companies place an “opt-out” cookie in the user’s browser to tell the company not to engage in interest-based advertising for that browser in future. Opt-out cookies storing such preferences that are placed by companies participating in the DAA Program have a minimum five-year lifespan, and remain in effect for the user’s browser unless these opt-out cookies are deleted (as can happen if users deletes all of their cookies using browser tools).

Users should: (1) visit WebChoices periodically to update their browser preferences or to set preferences for new participating companies; and (2) download and install the Protect My Choices browser extensions to prevent accidental deletion of your cookie-based choices among WebChoices participating companies.

Browser settings such as those that blocks third party or first party cookies interfere with your ability set an opt out cookie.  If you would like to use WebChoices to state your preferences against companies participating in this tool, set your browser to accept third party and first party cookies.

Can I set an opt out on a browser from companies that do not use third-party cookies?

Yes. The Protect My Choices (PMC) extension is available for Chrome and Safari (soon more browsers to be added), and allows users to make choices without relying on third-party cookies. When installed and activated, for example through WebChoices, the PMC stores the AdChoices String which represents the choices a consumer has made. This string is available to ad technology companies and others in the DAA Program to read. Upon reading the AdChoices String, companies can honor your requests regardless of whether they are using cookies or other identifiers for targeted advertising.

Upon completion, your choices will be stored in the PMC browser extension from which participating companies can read your company-specific choices and/ or ad category preferences.

Please note that you must provide the PMC2 with permissions for all sites if asked to make your choices or preferences (and only your choices or preferences) available to participating companies so that they can honor them.

Do the features of the PMC2 still harden opt-out cookies like the original PMC?

Yes. PMC2 will continue to harden opt out cookies in browsers which allow third-party cookies. For those who have the original PMC installed, the update to PMC2 will copy your previous choices into the new extension automatically. If you are downloading PMC2 without having the original PMC, then you will need to activate choices, for example through WebChoices. PMC2 will show you buttons for activating.

Does opting out stop participating companies from collecting all data?

No. Opting out for a particular browser tells the participating companies to stop engaging in interest-based advertising and other applicable data practices under the DAA Program. Advertisements not based on interest data – including those based on general location or registration data – will continue to be delivered to the browser.

After you opt out, participating companies and the websites you visit may continue to collect and use information for other purposes. For example, participating companies may still collect and use data to measure the number of ads served for a particular campaign, to limit the number of times a particular ad is served to a unique browser, for security, or to prevent fraud. In some cases, automated systems will continue to collect other data about browser visits but that data should no longer be used for interest-based advertising to the browser.

In addition, data may be collected and used by participating companies and websites for a variety of purposes unrelated to advertising, including the operation of online products and services, or where the data has or will within a reasonable period of time from collection go through a de-identification process.

How does the DAA Program apply to advertising technologies other than HTTP cookies?

The DAA’s Principles promote enhanced transparency and control across the variety of online platforms used by consumers, and are adaptable to changes in the technologies through which participating companies collect data covered by the Program. The DAA Principles apply to all technologies companies employ to collect data about consumers’ web-viewing activity to serve them ads based on interests inferred from that activity.

The BBB National Program’s’s Digital Advertising Accountability Program, one of the DAA’s two independent accountability partners, has issued enforcement guidance clarifying that application of DAA Principles to all technologies, including flash cookies among other technologies. For more information about other identifiers, please visit the DAA’s About Identifiers resource on the web at https://www.aboutidentifiers.org

Will WebChoices work if my browser does not accept third-party cookies?

Yes. You will need to install the Protect My Choices 2 (PMC2) extension to store your choices. The browser must be set to accept first party cookies and you must provide the PMC2 with permissions for all sites if asked.

Will WebChoices work if my browser is set to block first-party cookies?

No. Your browser must be set to accept first -party cookies in order for WebChoices to set opt-out choices. The following links show how to adjust the browser settings of commonly used browsers:

• Edge: Coming soon.
• Chrome: https://support.google.com/chrome/answer/95647?hl=en
• Safari: Choose Safari > Settings, click Adavanced, then deselect ‘Block All Cookies’

Can I set choices without third-party cookies?

Browsers that have access to the updated DAA’s Protect My Choices extension can store user choice requests without the need for third-party cookies. As this extension is still in Beta, you should periodically visit the PMC2 extension and make choices as the number of companies deploying reader technology continues to grow.

Your choices will be stored in the PMC browser extension from which participating companies can read your company-specific choices and ad category preferences.

You must provide the PMC2 with permissions for all sites if asked to make your choices available to participating companies.

Does using WebChoices on one device or browser set preferences for every computer or device that I use?

No. The choices set by WebChoices are associated with the browser and device that you use to make those selections, not with all the browsers and devices that you use collectively as an individual. When you use a different browser, or a different device, you will need to revisit WebChoices to set your choices for that browser and device.  In addition, for apps in the mobile environment and for other identifiers, you will need to separately set preferences for each different device and identifier. Please visit https://www.aboutidentifiers.org/ to learn more about different identifiers and control options.

Additionally, the DAA Principles/Program does cover cross-device when using DAA’s Choice Tools. Setting a WebChoices opt-out on a particular device or browser does restricts data collection on that device or browser for interest-based advertising from being used on another associated device or browser elsewhere. Additionally, data collected on other devices or browsers for interest-based advertising may not be applied on any device or browser where a DAA Choice Tool opt-out has been applied.

On a shared device, can multiple people set separate choices using WebChoices/Protect My Choices?

For WebChoices and the Protect My Choices browser extension only one submission per browser may be made.. However, if one device hosts multiple profiles, for example a laptop which has more than one user account, then different choices may be made on each of the browsers within each of the accounts. This is true for cookie-based choices and for PMC-based choices.

Where can I find out more detail about the participating companies?

Each of the companies participating in the DAA Choice Tools furnishes information about its business and privacy practices. This information can include additional privacy preference management tools for other services provided by the company, or ad interest managers. To review the information provided by a particular participating company, click on the company name listed in WebChoices/Protect My Choices, AppChoices, and/or YourAdChoices Token Tool.

Do these FAQs address every business practice and technology used by companies participating in the DAA Program?

The goal of these FAQs is to provide an easy-to-read overview of the key aspects of the DAA Program and its choice tools. While we don’t cover every aspect of the program in this FAQ, the full DAA Principles provide detailed commentary on the coverage of the Program and the responsibilities of participants. Given the rapidly changing technology environment, we may need to update this page from time to time, so please check back for additional information on the Program.

What is the difference between the WebChoices tool and the Protect My Choices browser extension?

WebChoices and the Protect My Choices extension are complementary tools. WebChoices can set, for example, user opt out choices using third-party cookies in a user’s browser and by writing the AdChoices String to the Protect My Choices extension. Protect My Choices primarily does two things related to WebChoices: 1) harden third-party opt out cookies against accidental deletion (in browsers which accept third party cookies), and 2) store the AdChoices String which encodes all of the choices a consumer makes through WebChoices. The AdChoices String can be stored in the PMC in any browser which has access to the PMC – and the AdChoices String can be read by participating companies to honor consumer choices, regardless of whether the browser accepts third-party cookies.

What is the AdChoices String?

The AdChoices String is a way for consumers to express their choices about data collection and use for interest-based advertising in browsers and other environments which do not accept third party cookies. Participating companies can read the AdChoices String stored in the PMC and, for example, honor consumer opt out requests when newer identifiers are used in targeted advertising, such as IP-based ad targeting.

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About DAA’s AppChoices: what it does – and doesn’t – do

How do I exercise an interest-based advertising choice using AppChoices?

To opt out for a particular company, set the Choice Status button located next to a participating company’s logo to “Off.”  Select “Choose All” to opt out from all the listed companies within the AppChoices application.

Important things to remember about opt outs made through AppChoices follow in this Q&A..

What is the scope of a choice made using AppChoices?

Any opt-out choice made using AppChoices on a device applies to interest-based advertising and other applicable uses of cross-app data on that same device by companies participating in AppChoices. You may still receive other types of advertising – generic ads -- in your apps from companies participating in AppChoices, and those companies may still collect information for other purposes consistent with the DAA Principles.

Your mobile operating system (such as iOS or Android) may provide you with other tools for the control of app advertising customization, including for companies that do not participate in AppChoices.

Your opt-out choices also will apply to the collection and use of data from apps on a device to customize ads in other browsers or devices by participating companies. Additionally, these choices will apply to data collected by participating companies from other browsers or devices for use in apps on a device for interest-based advertising and other applicable uses. Thus, using AppChoices on any given device prevents cross-app data collection for interest-based advertising from entering or exiting the device.

What happens if I reset the advertising ID of my mobile devices’s settings – will it have any impact on the choices I’ve made using AppChoices?

Yes. If you use your settings to reset this device’s mobile operating system advertising ID, you will also need to reset the preferences you had selected previously in AppChoices. Simply, reopen the AppChoices app, and reset your choices – for each participating company or all participating companies -- accordingly.

Do the choices I make on AppChoices affect data collection for interest-based advertising when using mobile and desktop browsers on the same device?

No. To separately make choices about customized advertising for a Web browser on any one device or browser (such as Chrome, Safari) please visit DAA’s WebChoices using your browser of choice. This step may be repeated for each device and browser you may use.

I’ve set my preferences using AppChoices – why am I still seeing ads inside apps?

AppChoices is designed to halt cross-app data collection to serve interest-based ads. In place of interest-based ads, generic ads are served so that the app content you are accessing can be paid for by advertising.

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Understand Token ID-Based Choice | YourAdChoices

The opt out(s)/revocation(s) requested through this DAA Tool, YourAdChoices, are applicable to the identifier you provide in the tool. The choices apply to the use of that identifier for data collection, use, or transfer for the purposes of Interest-Based Advertising and other applicable uses under the DAA Principles. Please note that any identifier submitted within this app will not opt you out of email subscriptions, other email services, telephone calls, text messages, or other uses of the identifier you provide in which you may have enrolled or from which you receive communications. Should you exercise an opt-out choice for interest-based advertising, the companies listed here may still deliver ads based on other information and those ads may be less relevant to you. For more information click here.

Processing times for honoring an opt-out/revocation request may vary by company.

Once exercised, Token ID-Based Choice(s) cannot currently be reset.
 

What is Token ID-Based Choice? (DAA YourAdChoices)

Token ID-based Choice refers to a process by which a consumer may opt out (or revoke permission) from the practice of using a modified version of an identifier (sometimes called a hash or a token) for providing relevant advertising to the right audience. This form of advertising is known as Online Behavioral Advertising or Interest-Based Advertising (IBA).
The identifier is modified by the tool before it is sent and that is sometimes called a token. For example, “myemail@email.com” or “555-555-5555” could be modified to look like this “555e4ca52b721e4325d5b941724a150d.”

Is opting out with Token ID-based Choice the same as email, telemarketing or text messaging unsubscribing?

No. The DAA Token ID-based Choice tool sends a modified version of the identifier you provide in the tool to the selected companies. Your request to opt out through this tool is for IBA uses associated with that identifier. Please note that any identifier submitted through this tool, such as an email address or phone number, will not opt you out of email subscriptions, other email services, phone calls, text messages, or other uses of the identifier you provide in which you may have enrolled or from which you receive communications.

If I adjust my device settings, do I need to reset my Token ID-based Choices?

No, resetting your device identifier will not affect or interfere with the Token ID-based Choice(s).

Can I use Token ID-based Choice for revocation of consent?

If you previously provided your permission for the identifier you provide for IBA, then submitting the identifier to the Token ID-based Choices tool will transmit a request to revoke that permission to the companies you select in the tool.

What does Token ID-based Choice not cover?

An opt-out/revocation request through DAA’s Token ID-based Choices tool does not apply to the tokenized identifiers’ use for non-IBA purposes, nor does it apply to other identifiers like cookies or device IDs used by a participating company. Consumers can separately opt-out of those identifiers through the WebChoices and AppChoices platforms.

I’ve set my preferences using the Token ID-based Choice – why am I still seeing ads?

An opt-out/revocation request does not block or interfere with advertising. It applies to the collection, use, and transfer of data related to the identifier for IBA purposes. So, more generic advertising may still be displayed.

Can I reuse the tool to enter more than one identifier?

Yes. Simply use the tool again for other identifiers for which you are authorized to submit opt-out requests.

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How do I use the DAA’s YourAdChoices Token ID-Based Preferences Tool?

To customize your advertising preferences, select the toggle button for any given interest category to indicate that you would like to see fewer ads from that category. Then, complete a CAPTCHA and submit your choices. A verification link or code will be sent to your submitted identifier (e.g., your email address or phone number) and verification must be completed before participating companies can receive your request.

To reset the toggles on the tool, click the “Reset All Toggles” button.

Please note that you must select at least one category before you can submit your request.

Why do I get advertisements different from my requested interests?

Your selected preferences are shared with companies integrated into the tool and participating companies will apply your preference requests for interest-based advertising on a best effort basis.  You may still receive ads from any of the listed categories from companies participating in the tool and other companies not integrated into the tool.

The category preferences you requested apply to Interest-Based Advertising and other applicable uses of app, web, cross-device or other data associated with the token ID you provide to companies participating in the YourAdChoices Token ID-Based Preferences Tool. Your requests through the tool do not apply to other identifiers like cookies or device IDs used by a participating company.

These choices will only apply to companies participating in DAA’s YourAdChoices Token ID-Based Preferences Tool, listed on the bottom of the tool’s page.

How do I change my preference requests?

If you have previously made requests using this tool and would like to update those preference request, please resubmit your requests on the tool here. You can adjust your requests at any time, but your previous selections will not be displayed if you revisit the tool.

How does this tool use my email address or phone number?

The YourAdChoices Token ID-Based Preferences tool requires your email or phone number in order to create the “token” that is provided to participating companies.  Your preferences requests are provided to participating companies after the tool modifies the identifier you provide to transmit it to participating companies.

For example, a token of “myemail@email.com” or “555-555-5555” could be modified to look like this: “555e4ca52b721e4325d5b941724a150dxyz.”

Can I reuse the tool to enter more than one identifier?

Yes, you can use the tool again for other identifiers for which you have access to and are authorized to submit requests.

The verification process is not working for me.

The verification prompt will expire after one hour. If the prompt has expired, resubmit your choices on the tool here.

If the verification does not work, please copy and paste the verification URL into your browser’s search bar or check the verification code again.

What is the scope of each interest category?

To learn more about each advertising category, select the more information symbol (?) next to any given category.

 

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How to Use the DAA’s WebChoices Consumer Choice Tool (Video)

The following video will help explain how to use WebChoices. For those who would rather read a step-by-step tutorial, you may jump here.

** Updated Video Coming Soon **

Learn more about how to use the basic features of the WebChoices consumer choice tool and the information about participating companies that it provides.

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How to Use the DAA’s WebChoices Consumer Choice Tool (Tutorial)

The WebChoices Consumer Choice Tool allows you to choose whether or not you receive interest-based advertising from companies participating in the Self-Regulatory Program. You can (1) learn which participating companies have currently enabled customized ads for your browser; (2) make choices about the collection of Web viewing data for interest-based advertising and other applicable uses under the DAA Principles, from some or all participating WebChoices companies; and (3) find out which companies have already set an opt-out cookie in your browser. You may choose to opt-out from one or more participating companies, or opt out from all participating companies with a single click.

• WebChoices In Chrome
• WebChoices In Safari
• Protect My Choices (most states)
• Protect My Choices in these states:
  California, Colorado, Connecticut, Minnesota, Montana, Nebraska, New Hampshire, New Jersey and Texas

WEBCHOICES IN CHROME

1. The Initial Experience: Landing Page and Processes

When you visit WebChoices for the first time, you will see an image similar to the one below with a brief explanation of the tool’s purpose.

At this point, you may optionally click on an individual company participating in the tool to see:

(1) the availability of an opt-out of data collection for interest-based advertising purposes;
(2) a short description of the company (by clicking on the company name); and
(3) the ability to click on and inspect the company’s privacy policy in a new tab.

2. STEP 1 -- Opting Out: Your Choices and Step-by-Step Instructions

a. Opting Out of Individual Companies

The column on the left -- “Participating Companies” -- shows all the participating companies in this cross-industry program in alphabetical order.

You can click on a company’s name to learn more about its practices. To opt out from one or more participating companies, simply check the box corresponding to the company’s name and click on the “Submit your choices” button.

b. Opting Out of All Companies with a Single Click

If you prefer to set an opt-out preference under the DAA Principles for all participating companies, then you may click the “OPT OUT OF ALL” button located at the bottom of the pane. Alternatively, with two clicks, you also may click on the "All" button atop the right-hand corner of the Participating Companies box and then click on "Submit your choices" to achieve the same effect.

3. Requesting Opt Outs

When you click on the “SUBMIT YOUR CHOICES” or “OPT OUT OF ALL” button, a similar image to the following will appear:

This indicates WebChoices processing your opt-out requests in real time. Once your opt-out request(s) are submitted to the participating companies, a final page will indicate whether or not all of your opt-out requests completed successfully.

WebChoices makes it easy to find out about participating companies that provide interest-based advertising, and to make choices about whether to receive these types of ads in your browser.

4. STEP 2 - Protecting Opt Outs by Use of a Browser Extension

The Protect My Choices (PMC) extension stores your choices across the websites you visit on this browser by preventing the accidental deletion of opt-out cookies. New features in the PMC 2.0 extend your choices beyond cookies, so companies can honor your choices and preferences via a browser-based signal that does not require third-party cookies.

Please visit the corresponding browser store by clicking “Install Extension” to signal your choices to selected companies, and, in Chrome, help preserve all of your choices set using the WebChoices tool.

 

Once the extension is installed, your choices and preferences will be stored locally on your browser.

A check mark in a circle will appear aside of the “Step 2” to indicate the presence of the extension on the browser you are using.  If it is not checked, then you are invited to “Install extension” via a button that takes you to the Protect My Choices browser store page where the extension is described and available to download there.

WEBCHOICES IN SAFARI

1. The Initial Experience: Landing Page and Installing Protect My Choices (PMC) Extension

When you visit WebChoices in Safari, you will see an image similar to the one below with a link to install the PMC extension before selecting your choices if you have not already done so.

Once the extension is installed, you will land on the main page. You may optionally click on an individual company participating in the tool to see:

(1) the availability of an opt-out of data collection for interest-based advertising purposes;
(2) a short description of the company; and
(3) the ability to click on and inspect the company’s privacy policy in a new tab.

2. Opting Out: Your Choices and Step-by-Step Instructions

a. Opting Out of Individual Companies

The column on the left -- “Participating Companies” -- shows all the participating companies in this cross-industry program in alphabetical order.

 

You can click on a company’s name to learn more about its practices. To opt out from one or more participating companies, simply check the box corresponding to the company’s name and click on the “Submit your choices” button.

b. Opting Out of All Companies with a Single Click

If you prefer to set an opt-out preference under the DAA Principles for all participating companies, then you may click the “OPT OUT OF ALL” button located at the bottom of the pane.  Alternatively, with two clicks, you may also click on the “All” button atop the right-hand corner of the Participating Companies box and then click on “Submit your choices” to achieve the same effect.

3. Requesting Opt Outs

When you click on the “SUBMIT YOUR CHOICES” or “OPT OUT OF ALL” button, a similar image to the following will appear:

This indicates WebChoices processing your opt-out requests in real time. Once your opt-out request(s) are submitted to the participating companies, a final page will confirm your choices.

Important: PMC requires updated permissions to store your choices and preferences for use across the websites you visit. Click the "Update Permissions" button below to grant the necessary access.

4. Opting Out: Your Preferences Reflected in PMC

After you submit your choices in WebChoices, and you have the extension in your browser, PMC will reflect your requests accordingly.

WebChoices makes it easy to find out about participating companies that provide interest-based advertising, and to make choices about whether to receive these types of ads in your browser.

PROTECT MY CHOICES
(In all states except California, Colorado, Connecticut, Minnesota, Montana, Nebraska, New Hampshire, New Jersey and Texas)

1. The Initial Home Screen

After you install Protect My Choices (PMC) on your browser, pin the extension to your browser’s toolbar for easy access.

Important: PMC requires updated permissions to store your choices and preferences for use across the websites you visit. Click the "Update Permissions" button below to grant the necessary access.

2. Opting Out: Your Choices Reflected in PMC

After you submit your choices in WebChoices, and you have the extension in your browser, PMC will reflect your requests accordingly.

PMC can read and change data on websites and take control of your preferences by using the WebChoices tool. Your choices will be set for companies integrated with the AdChoices program.

3. Opting Out: Your Choices Reflected in PMC Revisited

When you revisit the extension in your browser, you will be able to review and, if you wish, update your choices stored locally on your browser.

You may revisit the tool to reset your preferences at any time by selecting the “AdChoices” button.

Chrome will list participating companies able to read your choices from PMC and from opt-out cookies:

Safari will list companies able to read your choices from the extension only:

PROTECT MY CHOICES
(In California, Colorado, Connecticut, Minnesota, Montana, Nebraska, New Hampshire, New Jersey and Texas)

Consumers in these states have the added ability to make choices about "Universal Ad Preferences."

1. The Initial Home Screen

Consumers in the aforementioned states will be able to select between “AdChoices” and “Universal Ad Preference” when they visit the extension’s home page.

2. Universal Ad Preference Disclaimer

Select “Universal Ad Preference” (UAP) to set your UAP in your browser using the PMC extension.  By selecting UAP, users may no longer be able to see advertisements tied to their interests. Generic ads will appear instead.

3. Confirm U.S. State of Residence where Applicable

The PMC extension will confirm your state of residency before completing the UAP request.

4. Review Your Choices

At any time, you may use PMC to review your UAP choices and toggle between on and off.

You may also go back and select “AdChoices” to set company-level preferences.

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WebChoices Status Checks, Opt-Out Issues and Warnings

Support for issues you may experience using WebChoices for interest-based ad control

This FAQ section provides support for technical issues directly related to the functionality of the WebChoices consumer choice tool, as well as answers to frequently asked questions related to functionality. Before using WebChoices, please consider the following:

• If your browser blocks third-party cookies, then it may interfere with the functionality of this tool and stop your opt-out choices from being set in your browser. Learn more.
• When status is unavailable for a company, or an opt-out request is not completed, it is logged and reported automatically. Therefore, it is not necessary for you to report these events.
• If you received a significant number of reports of status unavailable or opt outs not completed, then it is likely that software or settings on your computer are interfering with the function of the opt-out tool. Learn more.
• If you received only a small number of errors, then this may indicate a temporary issue with those particular companies’ opt outs. Please try again in a few hours or a few days.
• Firewalls, proxies, ad-blockers, anti-virus programs, or web browser settings often are configured such that they interfere with the ability of participating companies to check a web browser's status, or to set opt out cookies. Try to identify which software or setting is the problem, and then adjust it. Having third-party cookies blocked is the most common cause – see Q&A regarding Cookie Settings and WebChoices.

​​​​​​Please disable this/these software and settings before requesting your WebChoices opt-out requests. Such software actually interferes with your opt-out requests.

WebChoices Status Checks

Users of WebChoices will sometimes receive messages indicating that the status for one or more particular companies is “Status Unavailable,” or in the “DAA WEBCHOICES RESULTS” overlay that one or more opt-out requests did not complete.

When you receive such an error message, you should retry WebChoices by clicking on the “TRY AGAIN” button in the “DAA WEBCHOICES RESULTS” overlay or by refreshing the page which will reload the tool, and – upon your second opt-out request, seek to repeat the opt-out procedure for the list of one or more companies which were not successful in the initial attempt. If you still experience errors, see the information below about possible causes of errors.

If you have errors for multiple companies, then the likely cause is that software or settings on your computer may be interfering with WebChoices, or that your system may not meet the technical requirements for using WebChoices. See the explanations below.

Technical requirements for the WebChoices are not met:

• an internet connection (slow connections, or connections behind firewalls or proxies, may experience difficulties);
• desktop web browser (Internet Explorer 7 and higher, Firefox, Chrome, and Safari);
• a browser that accepts both first- and third-party cookies; and
• JavaScript.

You must be connected to the internet to use WebChoices. Certain proxy, firewall, VPN, ad blockers, or other configurations may interfere with the functionality of WebChoices. If you experience a high number of unsuccessful “opt outs” or “status unavailable” notices while using WebChoices, then the error likely may be caused by any number of technical issues discussed here:

1. You may experience difficulties with WebChoices if you have a very slow Internet connection.
2. When you receive an error message, you should first try the operation again -- either reload the page for status, or re-submit your opt-out choices using “TRY AGAIN.” If you still have errors, then continue troubleshooting as described here.
3. If you have errors for multiple companies, the likely cause is that software or settings on your computer are interfering with the WebChoices opt-out tool, or that your system does not meet the technical requirements for using WebChoices. Continue troubleshooting here.
4. Technical requirements for WebChoices are not met: Check that your system meets the aforementioned technical requirements for using WebChoices
5. Software or settings on a user's computer interfere with WebChoices: Firewalls, proxies, anti-virus programs, ad blockers, or web-browser settings – such as those of Safari or Firefox – often are configured such that they interfere with the ability of participating companies to check a web browser's status, or to set an opt-out choice via cookies. Try to identify which software or setting is the problem, and then adjust it. Having third-party cookies blocked is the most common cause.
6. Temporary network problems: Temporary network problems can sometimes interfere with WebChoices. Wait a while, and then try the tool again.
7. Temporary issues with a company's availability status or opt-out function: If you have only one, or a small number of errors, it is possible that the affected participating companies are experiencing a temporary technical issue. WebChoices automatically logs these errors. When the logs indicate a technical issue with one of the participating companies, we will work with the affected company to resolve the issue as quickly as possible. Even if you believe such an issue is the cause of the errors you have received, you should rule out the other possible causes, and try to opt out again in a few hours or a few days.

Software or settings on a user's computer interfere with WebChoices

Firewalls, proxies, anti-virus programs, ad blockers, certain add-ons and browser extensions, or web browser settings often are configured such that they interfere with the ability of participating companies to check a web browser's status, or to set opt-out cookies. Try to identify which software or setting is the problem, and then adjust it. Having third-party cookies blocked is the most common cause -- see more information on “Warnings” below.

Temporary network problems

Temporary network problems can sometimes interfere with WebChoices. Wait a while, and then try the tool again.

Temporary issues with a company's status or opt-out function

If you have only one, or a small number of errors, then it is possible that the affected participating companies are experiencing a temporary technical issue. WebChoices automatically logs these errors. When the logs indicate a technical issue with one of the participating companies, we will work with the affected company to resolve the issue as quickly as possible. Even if you believe such an issue is the cause of the errors you have received, you should rule out the other possible causes, and try to opt out again in a few hours or a few days.

Warnings Regarding WebChoices Opt-Out Failures

A variety of technical issues that may lead to WebChoices opt-out request failures may be traced to the following:

Potential Cause: A Particular Version of a Web Browser is Not Supported

Troubleshoot: WebChoices is intended for recent versions of the most widely-used desktop and mobile Web browsers, including Internet Explorer 7 and higher, Firefox, Chrome and Safari. For example, Internet Explorer 6 is not supported. If you use Internet Explorer 6, then you may experience problems with the display and functionality of the WebChoices tool. We recommend that you upgrade to Internet Explorer 7 or later, or use another supported browser.

Safari and the most recent versions of Firefox are set by default to block third-party cookies, which must be enabled for WebChoices to function as designed. Please visit your Safari and Firefox browser settings to accept or allow third-party cookies.

In an app environment, where browsers do not apply, WebChoices is not the proper choice tool for controlling in-app interest-based advertising. When using apps, choose AppChoices to control data collection and use for interest-based advertising there.

Potential Cause: JavaScript Not Detected

Troubleshoot: WebChoices requires JavaScript to be enabled in your web browser. JavaScript is a standard web technology used on most modern web pages, which enables much of the functionality and interactivity available online today. WebChoices uses JavaScript to show an easy-to-navigate representation of your web browser's status with regard to interest-based advertising by the companies participating in the YourAdChoices cross-industry program.

Potential Cause: Cookies Not Enabled

Troubleshoot: Cookies are small text files stored in your web browser that save information associated with particular websites or domains. In order to function, the successful use of WebChoices requires that both first-party and third-party cookies be enabled in your web browser.

Note: Apple's Safari and Mozilla’s Firefox web browser disable third-party cookies by default. Visit the browser settings for each to reset the privacy setting related to third-party (and first-party) cookie acceptance.

First-party cookies are those set by the sites you visit on the internet (in this case, the WebChoices consumer choice tool and its companion YourAdChoices.com website). Cookies must be enabled so that participating companies can check your web browser's to determine if interest-based advertising is enabled, and so that your requested opt-outs requests using WebChoices can be set with particular companies.

Third-party cookies are those set by web services providers other than the website you are visiting. These "third-party" services providers furnish widgets, advertisements, or other content to the web page you are visiting. On WebChoices, all of the participating companies in the cross-industry program are treated as third parties, and therefore third-party cookies must be enabled in order for the companies to be able to report your status and to set your requested opt outs successfully.