Study on online behavioural advertising shows widespread usage of AdChoices program

TORONTO, June 16, 2015 – The Digital Advertising Alliance of Canada (DAAC) is encouraged by the findings of the research issued by the Office of the Privacy Commissioner of Canada (OPC) on online behavioural advertising (OBA) which reflected widespread usage of the AdChoices program by organizations involved in the serving of targeted ads.

“The AdChoices program is designed to help companies ensure consumer privacy is respected,” stated Wally Hill, Chair of the DAAC. “The OPC study found that notice of OBA and opt-out was given to web users 96% of the time – primarily by way of the AdChoices icon. This is excellent news for the DAAC’s AdChoices program,” Hill added.

The DAAC’s AdChoices program in Canada has been in operation for just over a year. “Respecting consumer privacy is the fundamental pillar of our program,” stated Julie Ford, DAAC Executive Director. Ford noted, “The OPC research comes as an early check-in on program performance and we’re generally very encouraged. We are reviewing the research and recommendations closely, and look forward to continued collaborative discussions with the Office of the Privacy Commissioner of Canada.”

The AdChoices program is based on principles to which participating companies commit, including ensuring transparency and choice for consumers.

“The DAAC program has reached a critical mass of participants but there is still room to grow,” says Ford. The DAAC recommends companies not yet part of the AdChoices program consider it as part of their overall privacy toolkit and invites them to contact Julie Ford, DAAC Executive Director, at or 416-418-6206.

About the DAAC

The Digital Advertising Alliance of Canada (DAAC) is a consortium of leading advertising and marketing associations in Canada. The DAAC is committed to providing consumers with education and choice about OBA. Through the DAAC’s self-regulatory AdChoices program, companies provide mechanisms for transparency and consumer control for online behavioural advertising. The DAAC was founded in September 2013. Similar programs operate in 34 countries and in 26 languages.

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