Understanding Online Advertising


Click to view the Consumer Opt Out Page

Make choices about interest-based ads from participating companies

All advertising seeks to target the right products to the right audience, and makes possible low- or no-cost content and services. Most online ads aren't matched to you as an individual, but to data categories -- such as demographics, interest groups, location, or online behavior. The Web sites you visit work with online advertising companies to provide you with advertising that is as relevant and useful as possible.


What is online behavioral advertising?
Online behavioral advertising -- which is also sometimes called "interest-based advertising" -- uses information collected across multiple web sites that you visit in order to predict your preferences and to show you ads that are most likely to be of interest to you.

You can learn a great deal more about interest-based advertising, as well as review a variety of explanatory videos, by visiting the following sites:


What are Your Choices?
This website was jointly developed by a group of leading industry associations to serve as the  home of a Consumer Opt Out Page that allows you to manage your preferences for online behavioral advertising for companies participating in the Cross-Industry Program. To manage your preferences for online behavioral advertising, please visit the Consumer Opt-Out Page.


Understanding Cookies.
Cookies are small text files that a website stores in your web browser's cache. They are not programs, and cannot harm your computer. Cookies generally contain information that is associated with your web browser, information such as website preferences, login information, or a user ID.

These websites provide helpful information for you to learn all about cookies and how they are used -- not just for advertising.

Browser Controls

Most modern web browsers contain extensive controls that give you the ability to make choices about your privacy. Among other things these controls enable you to block or limit cookies.

Start with these sites to learn more about your browser's privacy controls:

Additionally, Firefox and Chrome have extensive repositories of add-ons that can help enhance your control over your privacy:

Report a Complaint

If you believe that you have witnessed a practice or ad that may violate the Principles, you can report the incident to either The Council of Better Business Bureaus (CBBB) or The Direct Marketing Association (DMA).  Complaints may be filed by consumers, business entities or other stakeholders.


For More Information and Resources About the DAA Program

Please visit www.youradchoices.com where you can read more about interest-based advertising and enjoy informational videos about the DAA Icon, how it works, where you will see it and the control it gives you as a consumer.