DAA Rolls Out Behavioral Ad Education Campaign

The Digital Advertising Alliance (DAA), a coalition of US media and marketing trade associations, has launched a public education campaign called 'Your AdChoices', designed to inform consumers about online behavioural advertising and how to take control of their online privacy.

The DAA - which was launched in 2010 - comprises the American Association of Advertising Agencies (4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI).

The new campaign builds on DAA's effort to develop and implement cross-industry best practices and solutions for the collection and use of data through its 'Advertising Option' icon, designed to reassure consumers that behavioral ad companies comply with accepted privacy standards.

The initial stage of the online campaign includes banner advertising that directs consumers to the DAA's icon, and links to an information web site, www.youradchoices.com . The site features three educational videos and a mechanism to enable consumers to opt out of interest-based targeted advertising from the companies that participate in the DAA's Self-Regulatory Program.

DAA's MD Peter Kosmala comments: 'We remain committed to informing consumers about interest-based advertising, online data collection and use, and the simple way they can exercise control over their web viewing data. This highly creative public education campaign is an important step in that ongoing process.'

Web site: www.aboutads.info .