YourAdChoices

What YourAdChoices does

YourAdChoices is the consumer-facing brand of a self-regulatory program operated by the Digital Advertising Alliance (DAA), a non-profit consortium of leading U.S. advertising and marketing trade associations including the 4As, AAF, ANA, IAB, and NAI. Established in 2010 and headquartered in Washington D.C., the program provides transparency and control over interest-based advertising to U.S. consumers. Its core technical components include the YourAdChoices Icon (embedded on ads globally more than one trillion times per month), the WebChoices browser-based opt-out portal, the AppChoices mobile application for iOS, Android, and Amazon Appstore, the Protect My Choices browser extension for Chrome, Safari, Firefox, and Edge, and the YourAdChoices Token ID-Based Choice Tool for opt-out via hashed email or phone identifiers. The AdChoices String, stored in the browser extension, encodes all consumer opt-out preferences into a portable signal that participating companies can read to honor choices across the ecosystem. The program applies to data collection and use for interest-based advertising in the United States and its territories, with sister organizations in Canada, Argentina, EU/EEA, and India.

The program does not sell to consumers and charges no fees; it is funded by participating advertising and marketing companies that agree to abide by DAA Principles. Independent enforcement is provided by BBB National Programs (Digital Advertising Accountability Program) and the ANA Center for Ethical Marketing, which monitor compliance and adjudicate consumer complaints. The DAA Principles cover online behavioral advertising, the mobile environment, cross-device data, and connected devices, establishing a self-regulatory standard that effectively functions as quasi-regulation. Hundreds of companies representing thousands of brands participate, anchoring the program to the dominant trade associations whose member companies collectively account for the overwhelming majority of U.S. advertising spend. Distribution is entirely digital self-service: consumers access tools via the website, mobile apps, browser extensions, and the Icon embedded in ads.

Name

YourAdChoices

Legal name

Digital Advertising Alliance

Website

https://youradchoices.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

YourAdChoices is the consumer-facing self-regulatory program of the Digital Advertising Alliance, a U.S. non-profit consortium of major advertising trade associations. It provides free web, mobile, browser-extension, and token-based tools that let U.S. consumers opt out of interest-based advertising across hundreds of participating companies.

Ownership category

akta.pro rank

Headquarters

HQ city

Oregon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel

Revenue model

1. Self-Regulatory Program Funding: YourAdChoices is operated by the Digital Advertising Alliance, an independent not-for-profit organization. The program is funded by participating advertising and marketing companies that agree to follow DAA Principles for transparency and choice. The program itself does not charge consumers for its services.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

YourAdChoices is a consumer choice program operated by the Digital Advertising Alliance (DAA) that gives individual consumers transparency and control over interest-based advertising. It delivers a suite of free self-service tools, including a web opt-out portal (WebChoices), a mobile application (AppChoices), a browser extension (Protect My Choices), and a token-based opt-out tool, all surfaced through the YourAdChoices Icon displayed on or near online advertisements. Hundreds of participating companies and thousands of brands honor the choices consumers make through these tools.

Product overview

YourAdChoices is a consumer-facing suite of tools operated by the Digital Advertising Alliance (DAA) that provides transparency and control over interest-based advertising. The core offering consists of four interconnected tools: WebChoices (web-based opt-out portal), AppChoices (mobile application for iOS and Android), Protect My Choices (browser extension for Chrome, Safari, Firefox, and Edge), and the Token ID-Based Choice Tool (beta for email/phone-based opt-out). The YourAdChoices Icon serves as the visual identifier and gateway to these tools, appearing on ads across the web and in mobile applications. Together, these products enable hundreds of participating companies to honor consumer privacy preferences across browsers, devices, and advertising identifiers.

Differentiator

Problem solved

Functional benefit

Brands

• WebChoices: Consumer choice tool for controlling interest-based advertising on desktop and mobile browsers
• AppChoices
• Protect My Choices
• YourAdChoices Token

Products and services

• WebChoices

Quantifiable outcome

• Icon served globally more than 1 trillion times each month
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core.

• 4As (American Association of Advertising Agencies)coreStrategic or Co-development PartnerThe 4As was established in 1917 to promote, advance, and defend the interests of member agencies and the advertising industry. It serves 600+ member agencies across 1,200 offices which help direct more than 85% of total U.S. advertising spend. The 4As is a founding member of the DAA consortium that operates YourAdChoices.
• American Advertising Federation (AAF)coreStrategic or Co-development PartnerThe American Advertising Federation, headquartered in Washington D.C., acts as the 'Unifying Voice for Advertising.' It is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry with a national network of 200 ad clubs and 226 college chapters.
• Association of National Advertisers (ANA)coreStrategic or Co-development PartnerThe ANA makes a difference for brands and the industry by driving growth and advancing marketer interests. Founded in 1910, ANA membership includes more than 1,850 companies with 20,000 brands that collectively spend or support more than $400 billion in marketing and advertising annually. ANA also provides enforcement through its Center for Ethical Marketing (ANA CEM).
• BBB National ProgramscoreStrategic or Co-development PartnerBBB National Programs fosters trust, innovation, and competition in the marketplace through third-party self-regulation, dispute resolution, and other programs. Formerly administered by the Council of Better Business Bureaus. Provides independent enforcement through its Digital Advertising Accountability Program (DAAP).
• Interactive Advertising Bureau (IAB)coreStrategic or Co-development PartnerIAB empowers the media and marketing industries to thrive in the digital economy. Comprised of more than 650 leading media and technology companies responsible for selling, delivering, and optimizing digital advertising, accounting for 86 percent of online advertising in the United States. Founded in 1996, headquartered in New York City.
• Network Advertising Initiative (NAI)coreStrategic or Co-development PartnerFounded in 2000, NAI is the leading self-regulatory association dedicated to responsible data collection and use for digital advertising, with nearly 100 advertising technology businesses as members. NAI promotes policies and voluntary practices for responsible data-driven advertising across digital media.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TrustArc: TrustArc delivers privacy compliance, consent management, and ad-industry certifications (including IAB TCF and related frameworks). Comparable as a commercial peer addressing the same regulatory and transparency drivers that motivate the YourAdChoices program, though focused on enterprise SaaS rather than industry self-regulation.
• OneTrust: OneTrust is the leading enterprise privacy management and consent management platform, providing cookie consent, IAB TCF integration, and ad-tech compliance tooling. Comparable because it operationalizes the type of consumer transparency and opt-out logic that DAA standardizes at the industry level, but does so as a commercial vendor for the buy- and sell-side.
• Interactive Advertising Bureau (IAB): IAB is both a DAA founding member and the broader U.S. digital advertising industry trade body whose 650+ members account for 86% of U.S. online advertising. Comparable as a self-regulatory and standards-setting umbrella that overlaps with DAA's industry-coordination role but covers a much wider agenda (standards, policy, research, events).

Emerging players

• Usercentrics: Usercentrics is a consent management platform that integrates with IAB TCF and helps publishers and advertisers operationalize consumer opt-outs under GDPR and similar laws. Comparable as a vendor-side implementation layer for the same transparency-and-choice problem DAA addresses at the industry-policy level.
• Cookiebot (Usercentrics Group): Cookiebot provides cookie scanning, consent banners, and compliance tools for websites globally. It is comparable as a self-serve tool that lets individual sites deliver opt-out functionality analogous to WebChoices, but at the site level rather than across the advertising ecosystem.
• IAB Europe Transparency & Consent Framework (TCF): IAB Europe's TCF is a technical, industry-wide consent framework for the European digital advertising market, with its own CMP ecosystem and signaling string. Comparable because it competes with and complements DAA-style opt-out signaling, particularly in Europe, and shares the goal of standardized consumer choice across the ad-tech stack.

Direct peers

• European Interactive Digital Advertising Alliance (EDAA): EDAA operates the European AdChoices icon and YourAdChoices-equivalent consumer choice tool across the EU/EEA under the same DAA Principles framework. It is the closest geographic counterpart, with near-identical product surface (icon, opt-out portal, certification) adapted to European law.
• Network Advertising Initiative (NAI): NAI is a co-founding member of the DAA consortium and operates the parallel NAI Consumer Opt-Out Tool, which provides a near-identical cross-company opt-out mechanism for interest-based advertising. Most directly comparable as a U.S. ad-tech self-regulatory program with overlapping membership and enforcement remit.
• Digital Advertising Association of Canada (DAAC): DAAC runs the Canadian YourAdChoices program under the DAA umbrella, providing the same icon and consumer choice tools for the Canadian market. It mirrors the U.S. program structure and tools and is a sister self-regulatory organization.

Regional players

• Digital Advertising Alliance Argentina: Operates the Argentine version of the YourAdChoices icon and consumer choice program under the DAA framework, providing a regional peer that uses the same brand and principles for Spanish-speaking LATAM consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/youradchoices
• LinkedInlinkedin.com/company/youradchoices

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about YourAdChoices