Information Density: Digital Advertising Alliance of Canada (DAAC) – Signal Evidence & AI Readability

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[H1] What is Interest-Based Advertising?
[H2] All advertising seeks to show the right products to the right audience at the right time.
Interest-based advertising uses information about your online activity to show you ads that may be more relevant to you.These ads are typically based on categories, such as your likely demographics (age or gender), interests (like travel or shopping) and the websites or apps you use, rather than identifying you as an individual.

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[H1] Why am I seeing that blue icon?
[H2] When you see the blue triangular icon in ads or on websites and apps, it is meant to alert and inform you that interest-based advertising data is being collected or used on that device.
AdChoices represents a company’s promise that you can control your ad targeting experience with them. Click or tap on the icon to discover more.

Participating Companies

Is your company interested in joining the program? Click here.

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[H1] How Your Information is Used
[H2] Serving online ads based on predicted interests relies on recognizing cookies stored by web browsers, advertising IDs set on mobile devices, or token identifiers.
Over time, this information gathered by companies informs them how to show more relevant ads. For example, people who visit automotive websites might receive more ads for a particular model of car that interests them.

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[H1] The Icon and How It Works
[H2] The AdChoices icon is there to inform you that data is being collected or used for interest-based advertising on your device by a company.
AdChoices is not an advertising company itself. It is simply a notice that dozens of companies use to let you know that you can control the interest-based data flow companies use for ads by clicking or tapping on the blue icon to learn more or to opt out.The AdChoices program is consistent with the requirements set out in Canadian privacy laws.

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[H1] The Icon is Your Beacon
[H2] In Canada, you have privacy rights that companies need to adhere to - and that’s why you see the blue icon - it’s there to inform and empower you to take control.
Advertising fuels the internet's economy. In order to use the services we have come to expect from the web, such as social media, free email accounts, websites we visit, apps we use and more, these services need to be funded.Advertising, like many other forms of media, funds these platforms. When ad targeting is done right, it's relevant and timely.

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[H1] Managing What You Share
[H2] Through the AdChoices self-regulatory program, you can opt out of interest-based advertising and report any issues with it.
Companies engaging in any type of interest-based advertising practices online should be respecting your data privacy rights in Canada by providing you with notice about the collection of data for advertising purposes and the use of interest-based advertising when it’s happening. Companies must also give you the ability to opt out.

Visit our Choice Tools

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[H1] Report a Complaint
[H2] Companies registered in the AdChoices self-regulatory program are held accountable.
In Canada, complaints are accepted and addressed through the independent enforcement body, Ad Standards.

Learn More

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AdChoices Accountability Program Reports Strong Compliance and Decline in Consumer Complaints in 2025

DAACApril 8, 2026#accountability, #compliance, #compliancereport, #AdChoices, #AdStandards

AdChoices and CMPs: A Comparison for Brands and Publishers

DAACJanuary 22, 2026CMP, CMPs, consent management platform, consent, AdChoices, differences

AdChoices for Advertisers and Publishers in Canada

DAACJanuary 6, 2026

DAAC Summit 2025 Recap

DAACOctober 20, 2025DAAC Summit, summit, conference, learning, data privacy

DAAC Launches Training Course on Privacy in Digital Media

DAACSeptember 26, 2025training, course, learning, privacy, privacy laws, Canadian privacy, digital media, digital advertising

Industry Alert: Changes to Industry Choice Tools and Steps You Need to Take

DAACSeptember 16, 2025NAI, NAI tool, consumer choices, opt-out, cookies, probabilistic

DAAC Statement on the Canadian AdChoices Program and Quebec’s Law 25 Amendments

DAACSeptember 9, 2025Quebec, Law 25, legislation, regulations, AdChoices

Chrome’s Third-Party Cookie Change: What It Means for the Canadian Digital Advertising Industry and Why the DAA Tools Remain Essential

DAACJune 26, 2025third-party cookies, chrome, cookies, tools

2024 AdChoices Compliance Report Now Available

DAACMay 21, 2025accountability, report

Political Advertising in Canada Event Recap

DAACFebruary 14, 2025

DAAC Summit 2024: A Look Back at an Insightful Day of Learning and Networking

DAACOctober 9, 2024DAAC Summit, conferences, AdChoices, interest-based advertising, events

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

DAACJuly 29, 2024cookies, chrome, google, third-party cookies, token identifiers, tools, daac, AdChoices

DAAC Summit 2024 - October 8th

DAACJune 24, 2024DAAC Summit, Confereces, Seminar, Event

DAAC Honoured with Prestigious PICCASO Award for Not for Profit Leadership in Canada

DAACJune 13, 2024#PICCASOAwardsCanada24, PICCASO, PICCASO Awards, #AdChoices, PICCASO Canada

DAAC Shortlisted for a PICCASO Canada Award in Not for Profit Leadership

DAACApril 26, 2024

2023 Highlights from the AdChoices Accountability Program Compliance Report

DAACApril 23, 2024compliance report, compliance, Ad Standards, accountability

DAAC 10-Year Celebration Webinar Series

DAACFebruary 8, 2024webinars, AdChoices, PoliticalAds, interest-based advertising, privacy, educational events, webinar series

AdChoices & Consent Management Platforms (CMPs)

DAACDecember 20, 2023CMP, consent management platform, AdChoices, consent management, consent management provider

Honouring Janet Callaghan

DAACSeptember 11, 2023in memory, Janet Callaghan

DAAC's 10-Year Celebration Event - Friday, September 22

DAACJuly 21, 2023event

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[H1] Comment formuler une plainte
[H2] Les entreprises qui font de la publicité ciblée par centres d’intérêt sont tenues de rendre des comptes lorsqu’elles adhèrent à notre programme d’autoréglementation.
Les plaintes sont acceptées et traitées par les Normes de la publicité – organisme d’autoréglementation indépendant qui a pour tâche de surveiller notre programme d’autoréglementation. Pour signaler une violation potentielle des principes du programme Choix de pub, veuillez consulter le formulaire de soumission d’une plainte des Normes de la publicité. Figurent ci-après quelques conseils détaillés sur la soumission d’une plainte.

Soumettre une plainte

IMPORTANT - Choix de pub n’est pas un bloqueur de publicités. Il n’est pas non plus une agence de publicité. Nous ne contrôlons pas le contenu de publicités spécifiques, ni l’endroit où elles sont placées ou la fréquence à laquelle vous les voyez. Choix de pub vous permet plutôt de contrôler la façon dont les entreprises utilisent vos données pour personnaliser leurs publicités en fonction de vos centres d’intérêt.

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[H1] Soumettre une plainte
Si vous vous apprêtez à soumettre une plainte au sujet du ciblage publicitaire, tentez d’avoir le plus d’information possible à transmettre aux Normes de la publicité.Il importe entre autres de noter l’endroit où vous avez vu la publicité (l’URL du site ou l’application), ce sur quoi portait la publicité (idéalement la marque du produit), l’affichage ou non de l’icône dans la publicité et ce qui s’est passé lorsque vous avez cliqué sur l’avis associé à l’icône.Essayez d’effectuer des captures d’écran de l’incident que vous signalez, ce qui aidera beaucoup les Normes de la publicité dans leur enquête. Lisez les consignes à droite sur la façon d’effectuer une capture d’écran.

[H2] Comment effectuer une capture d’écran:
[H3] + Windows Desktop+ Mac Desktop+ Apple iOS+ Android

Procédure de conformité

[H1] Guide de conformité Choix de pub

Ce document infographique pratique a été créé pour aider les participants actifs au programme à mieux comprendre les éléments de la conformité avec le programme.Cliquez sur l’image pour l’agrandir.

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Cliquez sur l’image pour télécharger le PDF.

[H1] Au sujet des Normes de la publicité
Les Normes de la publicité – organisme national indépendant d’autoréglementation de la publicité – assument le volet Responsabilité du programme Choix de pub au Canada.À ce titre, elles acceptent et évaluent les plaintes formulées à l’encontre de pratiques de publicité ciblée par centres d’intérêt en ligne, qui sont susceptibles d’enfreindre les principes d’autoréglementation de la DAAC pour la publicité comportementale en ligne.Lorsqu’une infraction est confirmée, les Normes de la publicité travaillent avec les entreprises concernées afin de les aider à se conformer et publient des rapports de conformité.

En savoir plus

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[H1] Rapports de conformité
Les rapports de conformité du Programme de responsabilité Choix de pub soulignent la façon dont les entreprises qui participent au programme Choix de pub de l’Alliance de la publicité numérique du Canada (DAAC), pour la publicité ciblée par centres d’intérêt en ligne, ont mis en œuvre les principes du programme.En tant qu’organisme national d’autoréglementation de l’industrie canadienne de la publicité, le travail de conformité des Normes de la publicité est indépendant de celui de la DAAC.

Voir tous les rapports de conformité

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[H1] Register to Use AdChoices
[H2] Participation in the AdChoices program responds to business critical needs:
Facilitates alignment with privacy regulation; add it to your company’s privacy toolkit.Builds trust by providing consumers with centralized transparency and control for targeted advertising.Protects your brand reputation and promotes it as a responsible corporate citizen.Demonstrates your commitment to effective privacy self-regulation.Enhances overall organization integrity.Through AdChoices, companies gain access to valuable resources, saving time and reducing human error in managing vendor relationships for interest-based advertising.

Registration Form

Business FAQ

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The DAAC is the proud recipient of the 2024 PICCASO Award for Not for Profit Leadership in Canada

[H1] Getting Started
[H2] Step 1: Learn How to Implement the Principles
All companies interested in participate in the AdChoices self-regulatory program should learn how to implement the DAAC Principles. To help you determine what you will need to do within your organization to comply, please review the different responsibilities below, based on what your company’s business practices are for interest-based advertising. Keep in mind that your company may be one, or all, of these types of entities depending on how you collect or use interest-based advertising.

Business FAQ

[H3] First Party
A first party is a website publisher or website operator that allows the collection or use of online interest-based advertising (IBA) data on their property. For first parties, in-page or in-application notification to consumers about IBA needs to be above the fold or otherwise displayed in a similarly conspicuous manner, such as through a pop-up notice.

First Party Responsibilities

[H3] Third Party
A Third Party is as an advertising network, DSP, trade desk or data company (including ad exchanges and data aggregators) and in some cases advertisers.

Third Party Responsibilities

[H3] Service Provider
A Service Provider is any internet access provider (ISP), search engine, web toolbar, browser, or other service that enables the provider to have access to all or substantially all URLs accessed by its users. Service Providers collect and use user data for online interest-based advertising in the course of their activities, and therefore have separate obligations under the DAAC’s Principles.

Service Provider Responsibilities

[H2] Step 2: Register to Use the Icon
The AdChoices Icon (illustrated here in blue) is a prominent feature of the DAAC’s program for online interest-based advertising.Companies participating in the program may use the icon and the word “AdChoices” as a means for providing notice of online interest-based advertising data collection and use, and to represent adherence to the DAAC principles for online interest-based advertising.If your organization is interested in acquiring the icon for use in connection with the principles, please visit our company registration page.

Register Today

[H2] Step 3: Third Parties: Be Listed on the Tools
Our tools offer industry-wide centralized choices for consumers.Third Parties engaged in online interest-based advertising are encouraged to be listed in the opt-out tools we offer on our consumer opt-out page. This is where consumers are able to easily opt out of some or all participating companies’ online interest-based ads.Please note that participation in the opt-out tools requires a separate fee that is billed by the DAA.First Parties that do not directly collect personal information for interest-based advertising, but work with Third Party partners that do, should provide links to the DAAC’s tools in their notices to consumers. We strongly encourage First Parties to support these tools by participating in the self-regulatory program.
[H2] Step 4: Determine Whether to Use an Approved Provider

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The DAAC has approved two service providers to assist companies in serving the AdChoices icon and complying with the DAAC principles. These Approved Providers have been endorsed and approved as a technology and standard method for adhering to the DAAC principles. Working with an approved provider is voluntary and solely based on your company’s needs.

Crownpeak

TrustArc

[H1] Annual Fees
[H2] Licensed Participation
The Licensed Participation level is for organizations that actively engage in interest-based advertising by directly collecting, using, or disclosing personal information for targeted advertising purposes, or by allowing partners to do so on their owned and controlled properties. This includes the use of cookies, advertising IDs, tokens, probabilistic targeting, and remarketing practices.By joining, you become part of an exclusive list of companies elevating privacy best practices in Canada.

Participation Comparison Table

Feature
Licensed Participation

Annual FeeBased on self-attested gross Canadian revenue.Firms not directly engaged with interest-based advertising would be considered "small business."

Large - $9,562 CAD

Medium - $4,326 CAD

Small - $2,575 CAD

Licensed use of the AdChoices iconRequired for all icon usage in Canada on ads, websites, apps and other devices.
Included

Independent accountability monitoring by Ad Standards
Included

Link to consumer control toolsDAAC tools are available in English & French.
Included - note that if your company wishes to be listed on any of our tools, this involves a separate agreement and fee with the DAA. Reach out for information via our registration form.

Privacy policy appraisalAssessments on interest-based advertising.
Included

Training for staff on the AdChoices program
Included

Able to join the DAAC's Stakeholder Advisory Group
Included

Access to the DAAC's Participant's Hub
Included

Access to the DAAC's AdVantage Insider Newsletter
Included

Access to DAAC Event and Training Discounts
Included

Logo on YourAdChoices.ca participants' page
Included

Discounts for DAA U.S. participants
Canadian participation is available as an addendum to your active DAA U.S. contract, at a heavily discounted rate of $3,005 USD for 2026.

Click Here to Register

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[H1] About the DAAC
[H2] The Digital Advertising Alliance of Canada (DAAC) is an independent not-for-profit organization led by the leading national advertising and marketing associations in Canada whose members are committed to delivering a robust and credible self-regulatory program for responsible online interest-based advertising (IBA).

DAAC News

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[H2] The Canadian AdChoices program, developed by the DAAC, was designed to educate consumers about interest-based advertising (IBA) and to provide notices for consumers to know when IBA is occurring.
The principles and guidelines for our program lay out expectations for companies collecting, using and disclosing personal information for IBA purposes. Program participants use our recognizable icon as a beacon with which consumers can interact to learn more about IBA. The DAAC also features interest-based advertising control tools that consumers can use.The DAAC is responsible for the program's operations in Canada, often coordinating with other global DAA organizations running similar self-regulatory programs in the US and Europe.

Contact Us

[H2] DAAC Vision
To provide an effective industry-wide principles-based system that everyone in the digital advertising ecosystem uses.
[H2] DAAC Mission
To provide consumers with enhanced transparency and control.To establish and enforce responsible privacy practices across the industry for relevant digital advertising.To build trust of consumers and other stakeholders in the marketing and advertising industry.

[H2] DAAC Board of Directors

Caroline MoulChair
Julie CourtemancheTreasurer
Sara Clodman
Judy Davey

Scott Knox
Thierry Lessard
Sarah Thompson

[H2] DAAC Founding Members

Association of Canadian Advertisers (ACA)
Association of Creative Communications Agencies (A2C)
Canadian Marketing Association (CMA)

Canadian Media Directors' Council (CMDC)
Julie Courtemanche
Institute of Canadian Agencies (ICA)

Interactive Advertising Bureau of Canada (IAB Canada)
Adam Kardash

[H2] DAAC Staff

Julie FordExecutive Director
Trent BemisAccount Manager
Joe MiltonSocial Media Manager

Randy SagemanEngagement Manager
Lynette WhileyEducation Lead

[H1] DAAC Associations
The Digital Advertising Alliance of Canada (DAAC) is a consortium of the leading national advertising and marketing trade associations in Canada, consisting of:

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[IMG: Association of Canadian Advertisers (ACA)]

[IMG: Canadian Marketing Association]

[IMG: Canadian Media Directors]

[IMG: Interactive Advertising Bureau of Canada (IAB Canada)]

[IMG: Institute of Canadian Agencies]

[H1] About the AdChoices Program
The Canadian self-regulatory program for online interest-based advertising, called AdChoices, is an effort to give consumers more information and choices about the advertising they receive online.The self-regulatory program requires companies to clearly inform consumers about their data collection and use practices and allow consumers to exercise greater control over the types of ads they see.The DAAC is responsible for the operations of the AdChoices self-regulatory program in Canada, coordinating where possible with other global DAA-organizations running similar self-regulatory programs.

[H1] Accountability Partner

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Ad Standards, an independent national advertising self-regulatory body, is responsible for the accountability component of the AdChoices program in Canada. As part of this responsibility, Ad Standards accepts and investigates complaints about online interest-based advertising practices that may violate the DAAC's self-regulatory principles for online behavioural advertising.When a violation is confirmed, Ad Standards works with companies involved to achieve compliance. Ad Standards also publishes compliance reports.Learn More

[H1] DAA’s Worldwide
The Digital Advertising Alliance of Canada (DAAC) works closely with other self-regulatory programs worldwide to make the AdChoices program a global endeavour.

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DAA United States

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EDAA

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APDA

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DAA Asia & Middle East

Le Programme de responsabilité Choix de pub fait état d’un niveau élevé de conformité et du recul des plaintes des consommateurs en 2025

DAACApril 8, 2026conformité, Normes de la publicité

Choix de pub ou CMP? : comparaison à l’intention des marques et des éditeurs

DAACJanuary 26, 2026CMP, une plateforme de gestion du consentement, Choix de pub, Une CMP ne remplace aucunement Choix de pub

Choix de pub – pour les annonceurs et pour les éditeurs du Canada

DAACJanuary 8, 2026

Sommet de la DAAC 2025 – Résumé

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La DAAC lance un cours de formation sur la protection de la vie privée dans les médias numériques

DAACSeptember 26, 2025cours, privée dans les médias numériques, privée

Alerte à l’industrie : Changements apportés aux outils de retrait de l’industrie et mesures à prendre

DAACSeptember 16, 2025

Déclaration de la DAAC concernant le programme canadien Choix de pub et les changements apportés par la Loi 25 du Québec

DAACSeptember 9, 2025Loi 25, Québec, transparence, contrôle, publicités

Chrome conserve finalement les témoins tiers : que signifie ce revirement pour l’industrie canadienne de la publicité numérique et pourquoi les outils de la DAA demeurent essentiels

DAACJune 26, 2025témoins tiers, témoins, Chrome

Rapport de conformité AdChoices 2024 maintenant disponible

DAACMay 21, 2025Conformité, Rapport de conformité

Sommet de la DAAC 2024 : Retour sur une journée riche en apprentissages et en réseautage

DAACOctober 16, 2024

La DAAC se voit décerner le prestigieux prix PICCASO dans la catégorie « Leadership à but non lucratif »!

DAACJune 13, 2024#PrixPICCASOCanada24

Nomination de la DAAC aux Prix PICCASO Canada dans la catégorie « Leadership à but non lucratif »

DAACApril 30, 2024prix, PICCASO Canada

Faits saillants en 2023 – Rapport de conformité en vertu du Programme de responsabilité Choix de pub

DAACApril 23, 2024responsabilité, Rapport de conformité, conformité, Normes de la publicité

Série de webinaires entourant le 10e anniversaire de la DAAC

DAACFebruary 8, 2024choix de pub, webinaires, publicité ciblée par centres d’intérêt, privée

Choix de pub et les plateformes de gestion du consentement (CMP)

DAACDecember 20, 2023plateformes de gestion du consentement, CMP, choix de pub, AdChoices

À la mémoire de Janet Callaghan

DAACSeptember 11, 2023Janet Callaghan

Célébration du 10e anniversaire de la DAAC! Le vendredi 22 septembre

DAACAugust 26, 2023

Rapport de conformité 2022

DAACMay 15, 2023Rapport de conformité, conformité, Les Normes de la publicité, responsabilité

Une approche uniformisée quant aux contrôles propres aux CMP et aux choix en matière de vie privée à l’échelle du réseau et Choix de pub

DAACFebruary 22, 2023

La DAAC publie une version actualisée de ses principes régissant la publicité ciblée par centres d’intérêt

DAACOctober 18, 2022publicité ciblée, principes, choix de pub, AdChoices