DAAC Introduces New Token ID-Based Choice Mechanism
The Digital Advertising Alliance of Canada (“DAAC”) is now providing an updated choice mechanism to participating companies as an additional way to effectuate consumer opt-outs, or revocations of prior consent, to certain digital advertising activity. This tool is now available on the DAAC’s website (YourAdChoices.ca).
English – https://youradchoices.ca/en/tools
French – https://youradchoices.ca/fr/outils
For companies that use “tokens” (such as “hashed” email addresses) as identifiers for their digital advertising services, the updated opt-out/consent revocation tool will be one way that a consumer can request to opt-out or withdraw consent to Interest-Based Advertising (“IBA”). The opt-out/consent revocation would apply to participating companies that engage in such advertising using an email-based token consistent with the DAAC Self-Regulatory Principles and Guidance.
Like cookies, tokens are a technical mechanism used in the digital advertising ecosystem to enable relevant advertising to the right audiences. As it has done since the Self-Regulatory Principles, and later WebChoices and AppChoices, were first established, the DAAC continues to offer the tools required for consumers to have meaningful transparency and control for the collection, use, and transfer of data about their digital activity for IBA purposes. By participating in the new tool, companies can help to reinforce with consumers and their partners that the participating company is committed to user privacy and transparency.
By submitting their email address through the new tool, consumers will be able to opt out or revoke consent for the use of their email address as a token for IBA by participating companies for DAAC-covered advertising purposes.
Notably, an opt-out through this tool applies to the collection, use, and transfer of data related to the email address submitted by the consumer for IBA purposes. However, that also means that an opt-out/revocation does not apply to the email-based tokens used for non-IBA purposes, nor does it apply to other identifiers like cookies. Consumers can separately opt out of other identifiers through the traditional WebChoices and AppChoices platforms.
Program participants can begin making reference to the token tool and directing consumers toward it. As the industry moves towards token identifiers, the collective DAA tools will be maintained and expanded. Companies that are not yet AdChoices program participants in Canada should join the program to support the maintenance of these tools for public use as good corporate citizens. Join by completing the DAAC’s AdChoices registration form. You can find the list of current program participants here.
Joining the new token ID-based choice mechanism is available for participants right now. If your company wants to integrate into the tool, please contact Jamie Monaco (jamie@aboutads.info).