. home.aspx



Digital Advertising Alliance Announces CCPA Tools for Ad Industry

November 27, 2019 / martechcube

The Digital Advertising Alliance (DAA) today announced cross-industry tools for publishers, brands, agencies and adtech in the digital advertising supply chain to provide consumers a clear and recognizable mechanism to opt out under the California Consumer Privacy Act (CCPA).The DAA guidance calls for web and app publishers to display a CCPA-mandated text link and a unique icon to California users on their digital properties. Clicking on the link will direct users to publisher information and options, including access to the CCPA Opt-Out Tool if third parties collect and sell data from the property. Consistent with the functionality of the existing DAA choice mechanisms, the CCPA Opt-Out Tools will give consumers broader privacy control than required under the CCPA by allowing them to opt out of the sale of personal information across all of the DAA participating companies integrated into the new tools, from a single website or app.