Privacy Policy

Effective Date: April 27, 2017

This Privacy Policy explains how the Digital Advertising Alliance of Canada (DAAC) collects and uses the personal information you provide to us, to help you make informed decisions when you use our website (“Site”) and AppChoices mobile application (“App”), collectively our Digital Properties. Please be sure to read this entire Privacy Policy before using our Digital Properties. If you do not agree to the terms of this Privacy Policy, then you should not use our Digital Properties. This Privacy Policy is specifically incorporated into the Terms of Service for the App and the Terms of Use for the Site, which govern your use of our Digital Properties.

Information we collect

The term “personal information” means information about an identifiable individual. When you visit or use our Digital Properties, we may collect the following types of personal information:

  • Personal information you choose to provide to us such as your name, mailing address, and email address. You may provide this information, for example, when you make requests for information or assistance, when you complete a survey, or sign up to receive an email newsletter or other communication.

  • We also collect information including, but not limited to, browser type, IP address, mobile device type and identifier, screen resolution, operating system, the date and time of a visit or use, the pages visited on this Site and areas accessed in the App, the time spent viewing the Digital Properties, and return visits to the Digital Properties.

  • Aggregated information as you and others browse and use our Digital Properties.

Uses of Information

We may use the information we collect from you for purposes such as:

  • To respond to your inquiries and requests;

  • To operate our Digital Properties and improve your experience;

  • To identify or remediate possible threats to the Site’s and App’s security;

  • To conduct research about your use of the Digital Properties and our services;

  • To effectuate your opt-out choices; and

  • For any other purpose specified at time of collection.

Sharing information with third parties

Through our Digital Properties, you are able to exercise choice with respect to certain data practices of companies participating in the choice tools we provide. When you exercise your choice, we may share some information collected from you, your computer, or your mobile device with these companies so that they may honour your requests concerning their data collection practices. Additionally, we may share information with service providers who may assist us in responding to your inquiries or requests, or otherwise perform some business or operational function for us. We may also disclose personal information about you if required to do so by law, including without limitation, by search warrant, subpoena or court order; to another organization for the purposes of investigating a breach of an agreement or a contravention of the laws of Canada, or for the purposes of detecting or suppressing fraud or of preventing fraud; to another organization in association with a prospective or actual business transaction; and for purposes disclosed at time of collection.

DAA opt-out tool

The opt-out tool located on the Site was created and is operated by the Digital Advertising Alliance (“DAA”) in the US and is shared on the Site with permission. The DAA opt-out tool is governed by the DAA’s Privacy Policy and Terms of Service. Any information that you provide to the DAA through the opt-out tool is not shared with the DAAC.


We take reasonable administrative, technical and physical measures in an effort to safeguard the personal information in our custody and control against theft, loss and unauthorized access, use, modification and disclosure.

Links to third party sites

Our Digital Properties may contain links to other websites operated by third parties we do not control and this Privacy Policy applies solely to information collected through our Digital Properties. We encourage you to read the privacy statements of these other websites.

Access and correction of personal information

You have the right to access, update, and correct inaccuracies in your personal information in our custody and control, subject to certain exceptions prescribed by law. You may request access, updating and corrections of inaccuracies in personal information we have in our custody or control by emailing us at the contact information set out below. We may request certain personal information for the purposes of verifying the identity of the individual seeking access to their personal information records.

Changes in our privacy policy

From time to time, we may update this Privacy Policy. We will notify you of any material changes to our Privacy Policy by posting any updated policies on this page. We encourage you to visit this area frequently to stay informed.

Contact us

If you have questions about this Privacy Policy, please contact us at