ID side liaises with the Digital Advertising Alliance on digital automated signals & Webchoices 2.0
3 Feb 2025
In the frame of the Webchoices 2.0 project launched by the Digital Advertising Alliance (DAA), ID side formally engaged in exchanging with DAA.
We hope these initial discussions will help move the discussion forward diligently and determine what a consistent tech-enabled consent mechanism should look like in the U.S., EU, and globally.
Context: In the US, Section 1798.135 (a) (2) CCPA lays down that businesses must honour consumer opt-out preferences signalled through automated mechanisms, such as a browser setting or privacy preference signal. The California Code of Regulations, Title 11, Section 7025 (CPPA regulations) defines 'Opt-Out Preference Signals' (OOPS) as valid mechanisms to express a consumers’ opt-out choices. One year ago, the Directorate‑General for Communications Networks, Content and Technology in the EU Commission recommended exploring signals from personal data choice management platforms (PDCMPs) under the cookie pledge draft principle H. Since 2024, the Digital Advertising Alliance started exploring cross-services signal-based mechanisms similar to those designed in the EU and subject to patent application.
We hope these initial discussions will help move the discussion forward diligently and determine what a consistent tech-enabled consent mechanism should look like in the U.S., EU, and globally.
Context: In the US, Section 1798.135 (a) (2) CCPA lays down that businesses must honour consumer opt-out preferences signalled through automated mechanisms, such as a browser setting or privacy preference signal. The California Code of Regulations, Title 11, Section 7025 (CPPA regulations) defines 'Opt-Out Preference Signals' (OOPS) as valid mechanisms to express a consumers’ opt-out choices. One year ago, the Directorate‑General for Communications Networks, Content and Technology in the EU Commission recommended exploring signals from personal data choice management platforms (PDCMPs) under the cookie pledge draft principle H. Since 2024, the Digital Advertising Alliance started exploring cross-services signal-based mechanisms similar to those designed in the EU and subject to patent application.