Through its YourAdChoices program (or just AdChoices, for short), the DAA is committed to establishing and enforcing self-regulatory principles that promote responsible approaches to the collection and use of consumer data for interest-based advertising. By working closely with government policymakers, industry trade associations, and hundreds of individual companies, the DAA works to create an environment of trust between consumers and the brands they encounter online.
In 2009, digital advertising in the United States was on a skyrocketing growth path.
having already passed radio and newspaper revenue, and it was drawing the attention of policymakers, including the Federal Trade Commission (FTC). Through a collaborative process with stakeholders, the FTC proposed the establishment of self-regulatory guidelines by the industry that would give consumers information about — and control over — the use of their data for interest-based advertising.