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By Digital Advertising Alliance of Canada

Since its launch over six months ago, the Canadian Ad Choices program has been successful in building business participation and consumer awareness. To date, over 50 companies have begun registration for the program, with many now licensed to use the Ad Choices icon in Canada. These include major Canadian and international brands, publishers, technologies, and agencies directly involved in interest-based advertising, also known as online behavioural advertising (OBA). The Digital Advertising Alliance of Canada (DAAC) would like to thank these companies for pioneering the Canadian Ad Choices program, and look forward to many more companies joining throughout 2014.

“Businesses engaged in digital marketing and interest-based advertising must keep working to nurture and strengthen the invaluable trust of consumers”, said Bob Reaume, Chairman of the DAAC. “Joining the program helps demonstrate that industry self-regulation is much better than intrusive government regulation that can stifle innovation in the digital advertising space”.

The DAAC’s Ad Choices program directly addresses consumer privacy concerns about online data collection for the purposes of interest-based advertising. Consumers are educated about how it works and assured that transparency, consumer control and accountability are key principles respected by the companies participating in the Ad Choices program. So far, over 150,000 people have visited the Ad Choices website, with about 5 per cent of those visitors deciding to opt-out from at least some interest-based advertising.

The DAAC has also launched a consumer awareness campaign. With a generous ad server donation by eyeReturn Marketing and creative donation by Stone Canoe, over 190 million impressions have been shown to date. Special thanks to Casale Media and Redux Media for kicking off the campaign with significant inventory donations. The DAAC welcomes any companies interested in donating ad inventory for this crucial consumer awareness campaign.

View the consumer landing page: http://www.youradchoices.ca/icon

How to Register For the Canadian Ad Choices Program
Looking to get your company involved?
Register for the program and a contract will be sent your way. Be sure to also review the Canadian Principles in full.

How to Donate Ad Inventory
Simply fill out this short form to donate ad inventory today!

About the Canadian Ad Choices Program
In September 2013, the Digital Advertising Alliance of Canada (DAAC) officially launched the Canadian Ad Choices program for online behavioural advertising.

This self-regulatory program aims to increase notice, transparency and choice to consumers when it comes to behavioural advertising online.

To support the launch, the DAAC has hosted five webinars to date in both English and French, to hundreds of participants. Additionally, representatives of the DAAC have given numerous in-person presentations at conferences and meetings, as well as private company consultations over the phone.

ACA is one of eight associations belonging to the DAAC.

Testimonials
“The launch of the Ad Choices program in Canada is a step forward for our industry and a sign of maturity for the digital marketplace. Ad Choices offers consumers both information and tools to manage their online advertising experience.” – Tom Fotheringham, General Manager of Accuen Canada

“In addition to respecting the consumers’ right to privacy, the Ad Choices program supports the evolution and growth of the online advertising industry in Canada as a whole and that’s good for everyone.” – Chris Patheiger, Vice-President of Marketing and Communication, Redux Media

“Casale Media recognizes the Canadian Ad Choices program as a valuable opportunity for the industry to self-regulate and provide consumers with choice for interest-based ads. In addition to supporting the program, Casale Media is pleased to provide the awareness campaign with extended reach in order to ensure consumers understand what the icon represents.” – Julia Casale, Chief Marketing Officer, Casale Media