As technology, regulations and other changes challenge the market, it’s that much more important that you reassure consumers of the transparency and privacy control made possible through AdChoices. Brands and publishers need to ensure that they are meeting time-tested DAA Principles for consumer privacy engagement which complement state requirements, and public expectations.

DAA currently offers three tools to help consumers request choices regarding data collection for interest-based advertising: WebChoices (for the desktop and mobile web environment); AppChoices (for the mobile app environment); and, most recently, YourAdChoices token choice tool -- which offers choice preferences in any environments based on use of token identifiers. By participating in these tools, you are honoring consumer control of data collection.

The tech driving tailored advertising is transforming. DAA has implemented several initiatives to maintain and bolster brand-consumer engagement. By 2025, DAA expects all ad tech participants to have integrated with these new tools – tools that are now live or ready to test.

## RESOURCES