AdChoices

AdChoices is the Canadian self-regulatory program for online interest-based advertising (also called online behavioural advertising), designed to give consumers a better understanding of, as well as greater control over, the ads that are displayed to them based on their online interests. The Digital Advertising Alliance of Canada (DAAC) is the Canadian non-profit organization that oversees this industry-wide program.

Understanding Online Advertising

ALL ADVERTISING SEEKS TO TARGET THE RIGHT PRODUCTS TO THE RIGHT AUDIENCE AT THE RIGHT TIME.

The revenue generated from targeted advertising makes it possible for companies to provide the content and services that you utilize each time you’re on the internet. Social media, news, weather, retail sites – all these examples rely on advertising dollars to keep their services going. Most online ads are not targeted to you as an individual, but rather to data categories – such as your demographics (probable age, gender), interests (automobiles, travel, etc.), location, or online surfing habits through your browser. The websites you visit work with online advertising companies to provide you with advertising that is as relevant and as useful as possible.

What Is Online Interest-Based Advertising?

Online interest-based advertising, which is also sometimes called “online behavioural advertising”, uses information collected across multiple websites that you visit to predict your preferences and to show you ads that are most likely to be of interest to you.

What Is Online Interest-Based Advertising?

Online interest-based advertising, which is also sometimes called “online behavioural advertising”, uses information collected across multiple websites that you visit to predict your preferences and to show you ads that are most likely to be of interest to you.

What is the Icon and What Does It Tell Me about Online Interest-Based Advertising?

A central element of the Canadian AdChoices program is the clickable “icon” placed in or around online advertisements that links users to information about online interest-based advertising. When the icon is clicked, the consumer is able to identify the companies involved in serving such ads to them, and see a description of each company’s data collection and use practices.

Understanding Cookies

Cookies are small text files that are placed on your hard drive when you visit some websites. Cookies generally collect and store information that is associated with your web browser, including information such as website preferences, login information, or a user ID.

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.