Digital Advertising Alliance of Canada

Digital Advertising Alliance of Canada (DAAC)
Digital Advertising Alliance of Canada (DAAC)
Formation 2013
Type Trade Association
Legal status Non-Profit
Headquarters Toronto, Ontario
Region served
Canada
Membership
70+ [1]
Official language
English, French
Website http://youradchoices.ca/

The Digital Advertising Alliance of Canada (DAAC) is a Canadian non-profit trade association.

Founded in 2013 by eight Canadian marketing and communications trade associations,[2][3] the DAAC is responsible for the operations of the AdChoices self-regulatory program in Canada.

The AdChoices program in Canada

The DAAC's website serves as a central element of the program by offering consumers the ability to opt out of interest-based advertising from a wide range of participating companies through a single page.[4][5][6]

The associations that have developed this program are:

  • Association des agences de communication créative (A2C);
  • Association of Canadian Advertisers (ACA);
  • Canadian Marketing Association (CMA);
  • Canadian Media Directors' Council (CMDC);
  • Le Conseil des directeurs médias du Québec (CDMQ);
  • Institute of Communication Agencies (ICA); and,
  • Interactive Advertising Bureau of Canada (IAB Canada).

Advertising Standards Canada (ASC) implements the accountability program, which involves monitoring participants and providing guidance to bring companies into compliance with the principles. ASC also compiles reports about the AdChoices program in Canada.[7][8]

The Executive Director of the DAAC is Julie Ford.[9]

OPC Research Study on OBA

In June 2015, the Office of the Privacy Commissioner of Canada released a research study[10][11] of the Canadian digital ad industry, to see how their guidelines[12] for online behavioural advertising were being adhered to. 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, but they did recommend some improvements, such as ensuring all targeted ads have notice on them and the ability to opt-out, companies avoid targeting based on sensitive topics, and closely monitor their use of retargeting.

References

  1. ↑ "DAAC's AdChoices program participating companies list". Retrieved June 7, 2016.
  2. ↑ "New Self-regulatory Program For Online Behavioural Advertising". Association of Canadian Advertisers. Retrieved June 7, 2016.
  3. ↑ "Your AdChoices Program: Driving Consumer Trust in Online Interest-Based Advertising". Canadian Marketing Association. Retrieved June 7, 2016.
  4. ↑ "DAAC's choices tool". Retrieved June 7, 2016.
  5. ↑ "What 51 cookies on my computer are telling advertisers". The Toronto Star. March 17, 2015.
  6. ↑ "Facebook tracks your data on other websites: Here's how to opt out". Global News. February 5, 2015.
  7. ↑ "AdChoices Accountability Program Compliance Report" (PDF). Advertising Standards Canada. December 16, 2015.
  8. ↑ "Industry not doing enough to help consumers opt out of targeted online ads: report". The Globe and Mail. December 16, 2015.
  9. ↑ "About the DAAC". Retrieved June 7, 2016.
  10. ↑ "Online Behavioural Advertising Follow Up Research Project". The Office of the Privacy Commissioner of Canada. Retrieved June 1, 2016.
  11. ↑ "Watchdog to study 'privacy compliance' among Canadian advertisers". The Globe and Mail. January 14, 2015.
  12. ↑ "Guidelines on Privacy and Online Behavioural Advertising". The Office of the Privacy Commissioner of Canada. Retrieved June 1, 2016.
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