DAAC Statement on Google's Announcement to Maintain Third-Party Cookies in Chrome and Readiness for Consumer Transparency & Control in Interest-Based Advertising

The Digital Advertising Alliance of Canada (DAAC) reaffirms its commitment to ensuring robust consumer transparency and choice in the evolving landscape of interest-based advertising in light of recent industry developments, including Google’s announcement to maintain third-party cookies in Chrome.

“The DAAC is poised to uphold the highest standards of consumer transparency and choice. Our evolution over the past 18 months has positioned our tools to support consumer choice for interest-based advertising well into the future,” said Julie Ford, Executive Director of the DAAC. “Our tool enhancements adapt to changes in advertising identifiers, ensuring that consumers continue to receive easy and consistent options for managing their online privacy – for cookies and beyond.”

The DAAC has implemented advanced mechanisms within our AdChoices program to support control for third-party use of token identifiers and soon browser-level control, reinforcing our dedication to fostering trust and accountability in digital advertising.

We are fully equipped to navigate the dynamic nature of digital advertising identifiers and remain dedicated to offering Canadian consumers control over their advertising preferences.

The DAAC looks forward to collaborating with industry partners to maintain and enhance the integrity of interest-based advertising in Canada. Third-party advertising companies engaged in interest-based advertising are encouraged to learn more and reach out to test new and upcoming tool integrations.

For more information about our initiatives and the AdChoices program, please visit YourAdChoices.ca.