By Lou Mastria
Today the DAA announced a new consumer education campaign. Building on past efforts by DAA stakeholder organizations, this effort provides clarity to what the DAA program offers consumers for the interest-based advertising they receive from companies participating in the DAA program.
The education campaign is the culmination of over a year’s work by the DAA and is a direct response to the FTC’s call for greater outreach and education to consumers about the choices available to them for interest-based advertising. The advertising creative was produced by MRM SLC, a McCann WorldGroup agency based in Salt Lake City. It speaks in an entertaining, informative voice that engages consumers and helps them to understand what the DAA Icon represents, how it appears, and importantly what it enables consumers to do.
The Website launch is accompanied by an ad banner campaign, also produced by MRM/McCann. Entitled, “Will The Right Ads Find You?”, the banners invite consumers to visit the education Website at YourAdChoices.com for additional information on the program.
• The New York Times reported on today’s launch. Read “For Online Privacy, Click Here."
• Visit the DAA campaign Website at YourAdChoices.com.
• View the DAA AdChoices Web videos here.
