DAA Refuses to Enforce Do-Not-Track Default Browser Settings

NEW YORK–(BUSINESS WIRE)–In response to questions by participants of the Digital Advertising Alliance’s (“DAA”) Self-Regulatory Program (“DAA Program”), the DAA provides this statement regarding “do not track” (“DNT”) settings in Microsoft Internet Explorer version 10 (“IE10”).

The DAA is a consortium of the nation’s largest media and marketing associations led by 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). Representing more than 5,000 member companies, these associations have come together in an initiative to develop and implement self-regulation for the collection of web viewing data, in order to optimally assure transparency and trust in and consumers’ control over their interactive advertising environments. The DAA administers the implementation of the Self-Regulatory Principles for Online Behavioral Advertising and for Multi-Site Data (“DAA Principles”).

Through more than 1 trillion ad impressions served each month with the DAA’s Advertising Option Icon (“DAA Icon”), the DAA program has reach to 100 percent of the US market. From the DAA Icon, consumers can access the DAA’s universal, easy-to-use choice mechanism available at both www.abouatads.info/choices and www.youradchoices.com/control.aspx. Since the program’s launch in 2010, more than 16 million consumers have visited the DAA sites to learn about their advertising data choices, and, to date, more than 1 million consumers have taken action to exercise their choice about how advertisers will use their data. In addition, the Advertising Self-Regulatory Council of the Council of Better Business Bureaus and the Direct Marketing Association monitor the activities of DAA participant companies for compliance with the program, and can refer violators to government authorities for sanction if they refuse to modify non-compliant behaviors. To date, 100 percent of the companies found to be in violation of the DAA program have changed their behaviors when notified of non-compliant behaviors and activities.

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