US Ad Associations Launch CCPA Opt-out Mechanism

The Digital Advertising Alliance (DAA), a coalition of US media and marketing trade associations, has launched an icon to help companies comply with California's new privacy law, the CCPA (California
Consumer Privacy Act).

The DAA comprises the American Association of Advertising Agencies (4A's), the American Advertising Federation (AAF), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). The coalition was set up in 2010 to reassure consumers that behavioral ad companies comply with accepted standards. The new icon takes consumers to a page where they can opt out of receiving ads targeted based on web-browsing activity and app usage across all DAA participating companies.

This will also enable consumers to opt out from sale of their personal information, including its use for Interest-based advertising by companies that collect data across sites, and an app version of the tool will provide the same control for companies in the in-app space. Lou Mastria, Executive Director of the DAA, comments: 'These tools create a simple and recognizable mechanism for consumers to express their opt-out rights under the CCPA for the sale of data collected not only on any individual site, but also across sites served by third parties in the digital ecosystem that participate in the DAA tool. The tools also provide a timely implementation path for companies based on existing technologies and proven models'.

Web site: www.digitaladvertisingalliance.org .