Glossaryadvertising transparencydata privacy
AdChoices
AdChoicesDAADigital Advertising Allianceopt-outbehavioral targetingOBAdata collection disclosure
AdChoices is a self-regulatory program managed by the Digital Advertising Alliance (DAA). Its purpose is to give online users meaningful control over how advertising companies collect and use their data for online behavioural advertising (OBA).
The program centres on a small clickable "i" icon that appears alongside targeted ads. When a user clicks it, they can learn about the data collection and usage practices behind that ad — and, if they choose, opt out of behavioural targeting entirely. It functions as both a transparency mechanism and a practical opt-out tool within the broader OBA ecosystem.
More details on the program and icon standards are available on the DAA website.