AdChoices

AdChoices is an internet-based advertising program which selectively displays ads based on browsing history. This "interest-based advertising" targets advertisements to users most likely to identify with and respond to the ad's specific content. Although it is possible to opt out of AdChoices, opting out does not block advertisements nor prevent tracking of web browsing history.[1] Advertisers can use AdWords to show Google Ads on sites that are part of the Google Display Network. Typical cases where ads are shown are on websites, videos, or apps on Google Display Network or other partner sites. In addition to seeing ads based on the types of sites one visits, one may also see ads based on one's interests and more. [2]

History

In 2009, the Federal Trade Commission began looking into internet advertising platforms and suggested that the industry develop guidelines for self-regulation. The American Association of Advertising Agencies, the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB), the Better Business Bureau (BBB), and the Network Advertising Initiative (NAI) joined together to form the Self-Regulatory Program for Online Behavioral Advertising. The alliance managing the program was called the Digital Advertising Alliance (DAA).[3] The AdChoices program was launched in March 2011.[4]

In April 2013, a mobile app giving users control over what information of theirs could be used by advertisers in the AdChoices program was launched.[5]

Participants


AdChoices has over 200 participants.[6] The most prominent participant is Google Inc., which uses the AdChoices label on Google Adsense ads.[7] Other participants include Yahoo!,[8] Aol, Microsoft,[9] Procter & Gamble,[10] AT&T, Bloomberg, Comcast, Conde Nast, Dow Jones, General Motors, Taboola and many others.[11] Google also lists the AdChoices icon as one of the standard third-party icons that advertisers using online behavioral targeting can use in their ad units, and requires that advertisers using the icon comply with the requirements used by the AdChoices program.[12]

Reception

A study conducted by Parks Associates and discussed in AdAge found that three years after the introduction of the AdChoices icon, most consumers were unaware of it, and in fact, awareness had grown only to 6% in 2013 from 5% in 2011.[13] According to a TRUSTe survey from 2015: "However, research also showed that awareness of the AdChoices icon, part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for OBA [online behavioral ads, or interest-based ads] jumped to 37% – a significant increase from 21% the previous year. This program provides users with more control over their online ad experience with the option to opt-out of personal targeting." [14] Furthermore, in 10 of 13 European countries surveyed by TRUSTe and the European Interactive Digital Advertising Alliance in December 2015, at least 1 in 4 consumers who are aware of the Icon say they have clicked on it. [15]

References

  1. ↑ "Frequently Asked Questions". Your AdChoices - how interest based advertising finds you. Retrieved January 20, 2015.
  2. ↑ "https://support.google.com/adsense/troubleshooter/1631343?hl=en". support.google.com. Retrieved 2015-08-19. External link in |title= (help)
  3. ↑ Sagin, Erin (January 22, 2014). "All About AdChoices: What Is AdChoices? How Does it Affect Advertisers & Consumers?". WordStream. Retrieved January 20, 2015.
  4. ↑ Parker, Pamela (March 22, 2011). "Goodbye "Ads By Google" & Hello "AdChoices" As Google’s Backs Industry Label Effort". Search Engine Land. Retrieved January 20, 2015.
  5. ↑ Bachman, Katy (April 11, 2013). "Want to Opt Out of Targeted Mobile Ads? There's an App for That. Meets forthcoming DAA mobile privacy standards". Retrieved January 21, 2015.
  6. ↑ "Companies Using Your AdChoice Icon". Your AdChoices - how interest based advertising finds you. Retrieved August 23, 2015.
  7. ↑ "About Google Ads". Retrieved January 20, 2015.
  8. ↑ "Why This Ad?". Yahoo!. Retrieved January 20, 2015.
  9. ↑ Feehan, Townsend (May 11, 2012). "AdChoices icon will bring greater transparency to Online Behavioral Advertising". Retrieved January 20, 2015.
  10. ↑ "About Interest-Based Advertising". Procter & Gamble. Retrieved January 20, 2015.
  11. ↑ "Companies Using the Your AdChoices Icon". Retrieved January 20, 2015.
  12. ↑ "Requirements for third-party ad serving (see section "Online Behavioral Advertising Icon Option")". Google Inc. Retrieved January 21, 2015.
  13. ↑ Kaye, Kate (January 29, 2014). "Study: Consumers Don't Know What AdChoices Privacy Icon Is. After Three Years Just 6% Awareness Of the Industry's Opt-Out Program". AdAge. Retrieved January 20, 2015.
  14. ↑ "68% of US Smartphone Users Concerned About Having Their Activity Tracked for Use in Targeted Ads = February 20, 2015".
  15. ↑ "New Research Shows Growing Awareness of the OBA Icon, and Understanding of this EU Industry Initiative to Give Control Over Targeted Advertising Choices = December 16, 2015".

External links

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