In February 2025, ID side officially reached out to the Digital Advertising Alliance (DAA) and its six participating associations (4A’s, AAF, ANA, BBB National Programs, IAB, NAI) to exchange about DAA’s Webchoices 2.0 and Privacy automated signals.

ID side objective is to foster constructive discussion with all stakeholders currently promoting a partner-based approach (hence having, by definition, a limited scope) so that, tomorrow, technical solutions and tools empower individuals to control -and seamlessly share- their Privacy, Safety, AI but also commercial preferences online. ID side’s de-identification technique (which goes beyond tokenisation) is a sound and creative way to successfully mitigate re-identification risks and safely unleash the power of individual privacy signal tools.