AdChoices
AdChoices (Choix de pub) is the Canadian self-regulatory program for interest-based advertising, administered by the Digital Advertising Alliance of Canada (DAAC), a non-profit consortium founded in 2013 that provides consumer-facing opt-out tools and licensed participation programs for brands, publishers, and ad tech firms.
- Company typePrivate
- Founded2013
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What AdChoices does
AdChoices (French: Choix de pub) is a Canadian self-regulatory program for interest-based advertising, administered by the Digital Advertising Alliance of Canada (DAAC), a non-profit consortium founded in September 2013 and headquartered in Toronto. The DAAC is governed by six founding industry associations — the Association of Canadian Advertisers (ACA), Canadian Marketing Association (CMA), Association of Creative Communications Agencies (A2C), Interactive Advertising Bureau of Canada (IAB Canada), Canadian Media Directors' Council (CMDC), and Institute of Canadian Agencies (ICA) — and coordinates with international counterparts including the DAA (US) and EDAA (Europe). AdChoices is not itself an advertising company; rather, it provides a standardized framework of principles covering transparency, consumer control, data security, sensitive information handling, and accountability, and is recognized by the Privacy Commissioner of Canada as consistent with Canadian privacy laws including PIPEDA.
The program's core technology is a set of consumer-facing opt-out tools: WebChoices for browser-based opt-outs via cookies, AppChoices for mobile application opt-outs (iOS, Android, Amazon), and the Token ID-Based Choices tool launched in 2022 that allows consumers to opt out using hashed identifiers such as email addresses or phone numbers. A browser extension called Protect My Choices preserves opt-out preferences across cookie deletion. The underlying architecture is deterministic identifier matching rather than machine-learned systems, and the program maintains a centralized industry-wide choice platform that spans all licensed participants.
Commercially, AdChoices monetizes primarily through annual licensed participation fees for organizations engaged in interest-based advertising ($2,575 to $9,562 CAD depending on self-attested Canadian revenue tier), Support Level fees for agencies and law firms ($1,500 to $5,500 CAD), discounted addendum fees for active DAA US contract holders ($3,005 USD for 2026), and training revenue from the Privacy in Digital Media course ($450-$650 CAD per seat or $7,500 CAD per private team session). The participant base spans large enterprises across financial services, technology, retail, media, and ad tech, with independent accountability enforced by Ad Standards (Normes de la publicité) and compliance rates among participants rising from 69% in 2016 to 84% in 2017.
AdChoices firmographics
Firmographics- Name
- AdChoices
- Legal name
- Digital Advertising Alliance of Canada
- Website
- https://youradchoices.ca
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- AdChoices (Choix de pub) is the Canadian self-regulatory program for interest-based advertising, administered by the Digital Advertising Alliance of Canada (DAAC), a non-profit consortium founded in 2013 that provides consumer-facing opt-out tools and licensed participation programs for brands, publishers, and ad tech firms.
- Ownership category
- akta.pro rank
AdChoices industry classification
Industry- Product category
- Advertising Self-Regulation
- NAICS
- Other Services Related to Advertising (541890), Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
- akta.pro secondary industry
- Consumer Rights & Public Interest Advocacy (BPAGAFAK)
Keywords
Where AdChoices is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
AdChoices business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Licensed Participation Fees: Annual fees for organizations that actively engage in interest-based advertising by collecting, using, or disclosing personal information for targeted advertising. Fees are based on self-attested gross Canadian revenue tiers (Large, Medium, Small). Includes licensed use of the AdChoices icon, accountability monitoring, and access to program benefits.
- Support Level Fees: Annual fees for advertising agencies, law firms, and other organizations that do not directly engage in interest-based advertising but may assist others. Provides access to newsletter, webinars, events, and ability to link to DAAC tools.
- DAA Tool Participation Fees: Separate fees charged by the DAA (US) for participation in consumer opt-out tools. Available as an addendum to active DAA US contracts at discounted rates for Canadian participants.
- Training and Education: Privacy in Digital Media course offered at $650 CAD (in-person) or $450 CAD (virtual), plus HST. Private team training available at $7,500 CAD per session for up to 50 participants.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Large Licensed Participation - $9,562 CAD annually |
| Subscription | Annual | Medium Licensed Participation - $4,326 CAD annually |
| Subscription | Annual | Small Licensed Participation - $2,575 CAD annually |
| Subscription | Annual | Large Support Level - $5,500 CAD annually |
| Subscription | Annual | Medium Support Level - $2,500 CAD annually |
| Subscription | Annual | Small Support Level - $1,500 CAD annually |
| Other | Multi-year contract | Privacy in Digital Media Course - In-Person |
| Other | Multi-year contract | Privacy in Digital Media Course - Virtual |
| Other | Multi-year contract | Private Team Training |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
AdChoices product offering
Product offeringCore offering
AdChoices (French: Choix de pub) is a Canadian self-regulatory program for interest-based advertising administered by the Digital Advertising Alliance of Canada (DAAC). It provides consumer-facing transparency and opt-out tools (WebChoices, AppChoices, Token ID-Based Choices, Protect My Choices) and licenses participating organizations (advertisers, publishers, ad tech firms) on a tiered annual basis to use the AdChoices icon and demonstrate compliance with Canadian privacy laws. The program is enforced via independent accountability by Ad Standards and is coordinated with international equivalents (DAA US, EDAA).
Product overview
AdChoices (French: Choix de pub) is a Canadian self-regulatory program for interest-based advertising administered by the Digital Advertising Alliance of Canada (DAAC). The program is not an advertising company itself but provides consumers with transparency, choice, and accountability in interest-based advertising. The core product portfolio includes consumer-facing opt-out tools (WebChoices for web browsers, AppChoices for mobile devices, and Token ID-Based Choices for identity-based opt-outs), supplemented by a browser extension (Protect My Choices) to preserve preferences, browser cookie control guidance, a compliance infographic for participants, and a paid training course on Privacy in Digital Media. The program operates under DAAC principles covering transparency, consumer control, data security, sensitive information handling, and accountability enforced through Ad Standards.
Differentiator
Problem solved
Functional benefit
Products and services
- AdChoices Licensed Participation Program Annual licensed membership for organizations that actively engage in interest-based advertising in Canada (advertisers, publishers, ad networks, DSPs, data exchanges, data aggregators). Includes licensed use of the AdChoices blue triangular icon, independent accountability monitoring by Ad Standards, access to consumer control tools, privacy policy appraisal, staff training, stakeholder advisory group access, participant hub, newsletter, event discounts, and participant-page logo placement. Tiered by self-attested gross Canadian revenue.
- AdChoices Support Level Participation Annual membership for advertising agencies, law firms, and other organizations that do not directly engage in interest-based advertising but want to support the program and link to DAAC tools in privacy policies. Provides access to the newsletter, webinars, events, and the ability to reference DAAC tools.
- WebChoices Browser-based opt-out tool that lets consumers opt out of interest-based advertising across participating companies' web properties. Each browser may yield different results depending on the cookies used.
- AppChoices Mobile app available on Apple iOS, Android, and Amazon devices that allows consumers to opt out of interest-based advertising across mobile applications.
- Token ID-Based Choices Opt-out tool that lets consumers use a tokenized (hashed) version of an identifier such as an email address or phone number to opt out of interest-based advertising across participating companies.
- Privacy in Digital Media Course One-day immersive training course on privacy as it relates to digital advertising and targeted advertising compliance. Delivered in-person in Toronto or virtually via Microsoft Teams. Private team training available for up to 50 participants per session.
- Approved Service Provider Compliance Implementation Validated third-party service offering where approved providers (e.g., Crownpeak, TrustArc) help organizations with valid DAAC license agreements implement the AdChoices icon and comply with program principles.
Quantifiable outcome
- 81% of respondents find AdChoices clear and easy to use (2020 consumer survey)
- +4 more outcomes
Companies that use AdChoices
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles4 records
AdChoices technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
AdChoices partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Ad Standards (Normes de la publicité)coreCanada's national independent advertising self-regulatory organization (NCP) serves as the accountability partner for the AdChoices program. They accept and evaluate complaints about interest-based advertising practices that may violate DAAC principles, conduct compliance monitoring, and publish compliance reports. When violations are confirmed, they work with companies to achieve compliance.
- Association of Canadian Advertisers (ACA)coreFounding member association of the DAAC. Represents Canadian advertisers and shares commitment to providing a robust and credible self-regulatory program for responsible interest-based advertising.
- Canadian Marketing Association (CMA)coreFounding member association of the DAAC. Represents marketing professionals and organizations committed to privacy best practices in digital advertising.
- Association of Creative Communications Agencies (A2C)coreFounding member association representing creative communication agencies in Canada. Contributes to the DAAC's mission of industry self-regulation in digital advertising.
- Interactive Advertising Bureau Canada (IAB Canada)coreFounding member organization representing interactive advertising industry. Supports the development and administration of self-regulatory programs for digital advertising transparency.
- Canadian Media Directors' Council (CMDC)coreFounding member organization of media directors. Committed to providing industry-wide frameworks for responsible digital advertising practices.
- Institute of Canadian Agencies (ICA)coreFounding member organization representing Canadian agencies. Supports the DAAC's self-regulatory initiatives for interest-based advertising.
- CrownpeakminorApproved service provider that helps companies implement AdChoices notices and comply with program principles. Validated and approved by DAAC for standardized adherence to principles.
- TrustArcminorApproved service provider that helps companies implement AdChoices notices and comply with program principles. Validated and approved by DAAC for standardized adherence to principles.
- Digital Advertising Alliance (DAA) UScoreUS-based counterpart organization. DAAC coordinates activities with the DAA which offers similar self-regulatory programs. Canadian participation is available as an addendum to active DAA US contracts. DAA provides the opt-out tools used by the Canadian program.
- European Data Protection Board (EDAA)minorInternational counterpart providing similar self-regulatory programs for interest-based advertising across Europe. DAAC coordinates with EDAA for global program consistency.
- DidomiminorSponsor of DAAC activities. Didomi provides consent management and privacy solutions that support the AdChoices program's privacy objectives.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
AdChoices competitors and assessment
Company assessmentEmerging players
- TrustArc: An approved DAAC service provider that helps companies implement AdChoices notices and comply with program principles. TrustArc also offers a broader privacy management platform, making it both a partner and a partial substitute for elements of DAAC's offering.
- Didomi: A sponsor of DAAC activities and a consent management platform serving publishers and advertisers. Didomi competes in the same privacy compliance layer that DAAC's opt-out tools occupy, with a more productized SaaS delivery model.
- OneTrust: Leading consent management platform (CMP) widely used by publishers and advertisers to manage privacy preferences, including interest-based advertising opt-outs. OneTrust operates in an overlapping space with DAAC's WebChoices and Token ID tools, though as a commercial vendor rather than a non-profit.
Direct peers
- Digital Advertising Alliance (DAA): The US-based counterpart organization that administers the American AdChoices self-regulatory program. DAAC coordinates directly with DAA, licenses DAA's WebChoices/AppChoices tools, and offers Canadian participation as an addendum to active DAA US contracts — the most directly comparable peer.
- European Interactive Digital Advertising Alliance (EDAA): The European equivalent of DAAC/DAA, administering the YourAdChoices / Your Online Choices program across the EU. EDAA is one of DAAC's stated international coordination partners and operates an analogous self-regulatory framework for interest-based advertising.
- Interactive Advertising Bureau (IAB) Canada: One of DAAC's six founding member associations and an industry trade body for digital advertising in Canada. IAB Canada develops technical standards and policy frameworks overlapping substantially with DAAC's transparency and compliance mission.
- Network Advertising Initiative (NAI): US-based industry self-regulatory organization focused on interest-based advertising. Like DAAC, NAI develops code of conduct standards, manages consumer opt-out tools, and enforces member compliance in the ad tech ecosystem.
- Ad Standards: Canada's national independent advertising self-regulatory organization and DAAC's accountability partner. Ad Standards receives complaints about interest-based advertising, conducts compliance monitoring, and publishes compliance reports — operating in a tightly adjacent regulatory function.
Others
- IAB Tech Lab: Industry standards body developing technical protocols (e.g., Transparency and Consent Framework) for digital advertising. IAB Tech Lab works on adjacent infrastructure that supports the compliance frameworks DAAC's self-regulatory program depends on.
- Crownpeak: An approved DAAC service provider for implementing AdChoices notices on publisher sites. While primarily a digital experience platform vendor, Crownpeak's DAAC-validated implementation services directly support AdChoices program adoption.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AdChoices social profiles
Digital presenceAdChoices compliance and trust
Trust signalCompliance1 record
AdChoices financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdChoices leadership team
Management profileNumber of profiles
Profiles12 records
AdChoices funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdChoices M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdChoices
What does AdChoices do?
AdChoices (French: Choix de pub) is a Canadian self-regulatory program for interest-based advertising administered by the Digital Advertising Alliance of Canada (DAAC). It provides consumer-facing transparency and opt-out tools (WebChoices, AppChoices, Token ID-Based Choices, Protect My Choices) and licenses participating organizations (advertisers, publishers, ad tech firms) on a tiered annual basis to use the AdChoices icon and demonstrate compliance with Canadian privacy laws. The program is enforced via independent accountability by Ad Standards and is coordinated with international equivalents (DAA US, EDAA).
Is AdChoices a public or private company?
AdChoices is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was AdChoices founded?
AdChoices was founded in 2013. It employs 11 to 50 people.
Where is AdChoices based?
AdChoices is headquartered in Toronto, Canada, in the North America region.
How does AdChoices make money?
Four revenue lines are on record. Licensed Participation Fees are the primary driver. The others are support Level Fees, DAA Tool Participation Fees and training and Education.
Who are AdChoices's main competitors?
Emerging players on record are TrustArc, Didomi and OneTrust. Direct peers are Digital Advertising Alliance (DAA), European Interactive Digital Advertising Alliance (EDAA), Interactive Advertising Bureau (IAB) Canada, Network Advertising Initiative (NAI) and Ad Standards. Others are IAB Tech Lab and Crownpeak.
Does AdChoices have an API?
No public API is recorded for AdChoices.
What industry is AdChoices in?
AdChoices's product category is Advertising Self-Regulation. Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP), with a secondary code of BPAGAFAK, Consumer Rights & Public Interest Advocacy. Its NAICS code is 541890 and its SIC code is 7310.