Cross-Device Guidance issued by the Digital Advertising Alliance of Canada

TORONTO, ONTARIO – The Digital Advertising Alliance of Canada (DAAC) today announced its guidance for cross-device tracking for interest-based advertising, as part of it’s existing AdChoices self-regulatory program. The cross-device guidance will be independently enforced by Ad Standards, who provides ongoing independent oversight of the DAAC Principles.

The average Canadian consumer is using multiple devices per day. With marketers striving to find these users, cross-device tracking allows ad delivery to be more precise and relevant. Cross-device tracking (or identity resolution) also allows companies to link partial identifiers and provide a positive consistent user experience.

“The DAAC Principles must keep pace with technical advancements and changes in business models for advertising. By providing guidance for cross-device tracking, it signals to our participants that they must address how the Principles will apply when collecting or using this type of data for interest-based advertising,” said Julie Ford, Executive Director of the DAAC.

The DAAC Principles provide consumers with enhanced notice and choice about such data collection and use. And under the new guidance, choices for each browser and device must be honoured.

About the Digital Advertising Alliance of Canada

The Digital Advertising Alliance of Canada (DAAC) is a consortium of the leading national advertising and marketing associations whose members share commitment to delivering a robust and credible program for responsible online interest-based advertising (IBA).

The Canadian AdChoices program was developed by the DAAC and designed to educate consumers about IBA and provide mechanisms for consumers to know when IBA is occurring and the ability to control whether or not they choose to permit the collection and use of their browsing data for IBA purposes. Companies may reference the DAAC’s AdChoices Principles and learn more at YourAdChoices.ca.