Digital Advertising Alliance of Canada

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The Digital Advertising Alliance of Canada (DAAC) is a Canadian non-profit trade association.

Founded in 2013 by eight Canadian marketing and communications trade associations, the DAAC is responsible for the operations of the AdChoices self-regulatory program in Canada.

Video Digital Advertising Alliance of Canada

The AdChoices program in Canada

The DAAC's website serves as a central element of the program by offering consumers the ability to opt out of interest-based advertising from a wide range of participating companies through a single page.

The associations that have developed this program are:

Association des agences de communication créative (A2C);
Association of Canadian Advertisers (ACA);
Canadian Marketing Association (CMA);
Canadian Media Directors' Council (CMDC);
Le Conseil des directeurs médias du Québec (CDMQ);
Institute of Communication Agencies (ICA); and,
Interactive Advertising Bureau of Canada (IAB Canada).

Advertising Standards Canada (ASC) implements the accountability program, which involves monitoring participants and providing guidance to bring companies into compliance with the principles. ASC also compiles reports about the AdChoices program in Canada.

The Executive Director of the DAAC is Julie Ford.

Maps Digital Advertising Alliance of Canada

OPC Research Study on OBA

In June 2015, the Office of the Privacy Commissioner of Canada released a research study of the Canadian digital ad industry, to see how their guidelines for online behavioural advertising were being adhered to. The OPC study found that notice of OBA and opt-out was given to web users 96% of the time - primarily by way of the AdChoices icon, but they did recommend some improvements, such as ensuring all targeted ads have notice on them and the ability to opt-out, companies avoid targeting based on sensitive topics, and closely monitor their use of retargeting.