DAA Announcement of WebChoices 2.0
12 Jun 2024
On June 12, 2024, the Digital Advertising Alliance (DAA) announced WebChoices 2.0, a major update to Industry's AdChoices Opt-Out Program.
According to DAA, it is the most significant update to the advertising industry’s AdChoices program for interest-based advertising (IBA) since the program was launched in October 2010.
The DAA tools will help participating companies shift the technology platform "from a cookie-based opt-out tool to a browser-based extension in WebChoices 2.0 that supports opt-outs across both cookies and emerging technologies, such as probabilistic IDs and hashed emails or phone numbers. The WebChoices 2.0 tool is compatible with most major browsers and – in future – will enable users to express category preferences around topics of interest, in addition to company-specific and industry-wide opt-outs."
According to DAA, opt-out tools are designed "so people can express their choices for both existing and new technologies used for advertising IDs. This choice tool will ensure Americans continue to have one-click access to information and choices about targeted ads directly from the ads themselves and on the apps or websites they visit. Among the novel features and functionality of WebChoices 2.0 are:
It is good news for individuals' right to control their privacy and overall their choices online.
It is bad news, because it means DAA moved things forward in a minimum way (e.g. in the US only, to comply with a legal obligation triggered their way by California State) and is guilty of patent infringement because our patent also covers US territory.
ID side publicly shared about such Tech solutions since 2021, specifically in a "Cookie Pledge" gathering organised in October 2023. ID side team remains happy to foster a win-win approach and unleash the power of our solutions in the US and beyond.
According to DAA, it is the most significant update to the advertising industry’s AdChoices program for interest-based advertising (IBA) since the program was launched in October 2010.
The DAA tools will help participating companies shift the technology platform "from a cookie-based opt-out tool to a browser-based extension in WebChoices 2.0 that supports opt-outs across both cookies and emerging technologies, such as probabilistic IDs and hashed emails or phone numbers. The WebChoices 2.0 tool is compatible with most major browsers and – in future – will enable users to express category preferences around topics of interest, in addition to company-specific and industry-wide opt-outs."
According to DAA, opt-out tools are designed "so people can express their choices for both existing and new technologies used for advertising IDs. This choice tool will ensure Americans continue to have one-click access to information and choices about targeted ads directly from the ads themselves and on the apps or websites they visit. Among the novel features and functionality of WebChoices 2.0 are:
- A browser extension that stores consumer choices on most popular mobile and desktop browsers, including Chrome, Safari, Edge, and Firefox.
- Support for cookies and new ad technologies such as probabilistic IDs, IP targeting, and hashed emails or phone numbers, so user preferences can be expressed regardless of the underlying addressability approach.
- The ability for users to express category-specific interest preferences about the ad topics they wish to see or limit.
- Cross-industry integration so ad tech companies can read consumer choices and preferences in the extension at bid time and adjust their bid strategy accordingly.
It is good news for individuals' right to control their privacy and overall their choices online.
It is bad news, because it means DAA moved things forward in a minimum way (e.g. in the US only, to comply with a legal obligation triggered their way by California State) and is guilty of patent infringement because our patent also covers US territory.
ID side publicly shared about such Tech solutions since 2021, specifically in a "Cookie Pledge" gathering organised in October 2023. ID side team remains happy to foster a win-win approach and unleash the power of our solutions in the US and beyond.