New Study Says DAA's Privacy Program Falls Short
Users misunderstand program's taglines and icon
A new study from Carnegie Mellon University throws cold water on the reputed success of the Digital Advertising Alliance's self-regulatory privacy program, which gives consumers the choice to opt out of behaviorally targeted advertising.
The DAA's "AdChoices" program, which uses an in-ad icon that directs users to a page where they can opt out of targeted ads, has so far managed to placate regulators and lawmakers alarmed about protecting consumer privacy online. Serving up more than a trillion ads a month, the program even earned praise from regulators at the Federal Trade Commission and the Commerce Department with the release of two landmark privacy reports.
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