Digital Advertising Alliance of Canada (DAAC)
Formation2013
TypeTrade Association
Legal statusNon-Profit
HeadquartersToronto, Ontario
Region served
Canada
Membership
70+ [1]
Official language
English, French
Websiteyouradchoices.ca

The Digital Advertising Alliance of Canada (DAAC) is a Canadian non-profit trade association.

Founded in 2013 by eight Canadian marketing and communication trade associations,[2][3] the DAAC is responsible for the operations of the AdChoices self-regulatory programs, and the Political Ads Program, in Canada.

The AdChoices program in Canada

The AdChoices program provides Canadian consumers with the ability to opt out of interest-based advertising from participating companies through the DAAC website.[4][5][6]

The following association developed this program:

  • Association des agences de communication créative (A2C);
  • Association of Canadian Advertisers (ACA);
  • Canadian Marketing Association (CMA);
  • Canadian Media Directors' Council (CMDC);
  • Le Conseil des directeurs médias du Québec (CDMQ);
  • Institute of Communication Agencies (ICA); and,
  • Interactive Advertising Bureau of Canada (IAB Canada).

Advertising Standards Canada (ASC) leveraged accountability by monitoring participants and providing guidance to aid companies to comply with the principles. ASC also compiles reports about the AdChoices program in Canada.[7][8]

Political Ads Program

In June 2019, the DAAC announced the Political Ads Program in Canada, an ad transparency platform for political advertisers.[9][10][11]

OPC Research Study on OBA

In June 2015, the Office of the Privacy Commissioner of Canada released a research study[12][13] of the Canadian digital ad industry, to see how their guidelines[14] for online behavioural advertising were being adhered to. The OPC study found that notice of OBA and opt-out was given to web users 96% of the time – primarily by way of the AdChoices icon, but they did recommend some improvements, such as ensuring all targeted ads have notice on them and the ability to opt out, companies avoid targeting based on sensitive topics, and closely monitor their use of retargeting.

References

  1. ↑ "DAAC's AdChoices program participating companies list". Retrieved June 7, 2016.
  2. ↑ "New Self-regulatory Program For Online Behavioural Advertising". Association of Canadian Advertisers. Retrieved June 7, 2016.
  3. ↑ "Your AdChoices Program: Driving Consumer Trust in Online Interest-Based Advertising". Canadian Marketing Association. Retrieved June 7, 2016.
  4. ↑ "DAAC's choices tool". Retrieved June 7, 2016.
  5. ↑ "What 51 cookies on my computer are telling advertisers". The Toronto Star. March 17, 2015.
  6. ↑ "Facebook tracks your data on other websites: Here's how to opt out". Global News. February 5, 2015.
  7. ↑ "AdChoices Accountability Program Compliance Report" (PDF). Advertising Standards Canada. December 16, 2015.
  8. ↑ "Industry not doing enough to help consumers opt out of targeted online ads: report". The Globe and Mail. December 16, 2015.
  9. ↑ "Political advertising transparency platform announced by Canadian advertising coalition". Retrieved June 28, 2019.
  10. ↑ "DAAC introduces new political advertising program". The Message. July 3, 2019.
  11. ↑ "Advertising coalition launches political ad transparency platform to help standardize 'complicated' disclosure process". The Hill Times. July 8, 2019.
  12. ↑ "Online Behavioural Advertising Follow Up Research Project". The Office of the Privacy Commissioner of Canada. Retrieved June 1, 2016.
  13. ↑ "Watchdog to study 'privacy compliance' among Canadian advertisers". The Globe and Mail. January 14, 2015.
  14. ↑ "Guidelines on Privacy and Online Behavioural Advertising". The Office of the Privacy Commissioner of Canada. Retrieved June 1, 2016.
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