Glossary of Program Terms

Above the Fold

The placement of Enhanced Notice in a location on a website or app that is immediately visible, without requiring the user to scroll or navigate.

AdChoices Icon and Text

The blue triangular icon licensed by the DAAC, with accompanying words “AdChoices” or “Choix de Pub”, that can be used as Enhanced Notice or In-Ad Notice, to inform consumers of IBA activity on a website or mobile app.

Cross-App Data

Data collected from a particular device regarding application use over time and across other applications for the purposes of delivering Interest-Based Advertising in an application. Cross-App Data does not include Precise Location Data or Personal Directory Data.

Enhanced Notice

Clear, meaningful, and prominent notice of IBA activity, most often implemented by displaying the AdChoices Icon and Text “Above the Fold” on a website or mobile app, though sometimes implemented by way of a banner or pop-up notification that informs the user of IBA activity. Links to further information about IBA, and how to opt out.

First Party/ies

A First Party is a Participant in AdChoices that operates or controls a website with which the consumer interacts, and that allows Third Parties to collect and use consumer data via its website.

In-Ad Notice

Notice of IBA that is found within the corner of an advertisement, by way of displaying the AdChoices Icon and Text (ie. informing the user that the ad being delivered may be interest-based).

Interest-Based Advertising (IBA)

The collection of data online from a particular computer or device regarding web browsing activity, or activity on mobile apps, for the purpose of using such data to predict user preferences or interests, and to deliver advertising based on the preferences or interests inferred from such browsing activity and/or app activity.

Opt-Out Mechanism

A tool or other means by which a consumer is enabled to opt out of the collection and use of their data for IBA purposes.

Personal Directory Data (PDD)

Calendar, address book, phone/text log, or photo/video data created by a consumer that is stored on or accessed through a particular device and obtained for the purposes of delivering Interest-Based Advertising in an application.

Precise Location Data (PLD)

Data obtained from a device about the physical location of the device that is sufficiently precise to locate a specific individual or device for the purposes of delivering Interest-Based Advertising in an application.

Third Party/ies

A Third Party is a Participant in AdChoices who engages in Interest-Based Advertising (IBA) on a First Party’s website or mobile app – in other words, advertising networks and data companies that collect web-viewing or app data across multiple sites and/or apps and use such data to serve online Interest-Based Advertising.