DAA releases new guidelines for adChoices icon implementation in CTV

The Digital Advertising Alliance (DAA) has introduced updated guidelines for applying the AdChoices Icon and Ad Marker within Connected TV (CTV) environments. These guidelines aim to assist advertisers and CTV companies in using the AdChoices Icon to offer consumers transparency and control over interest-based advertising on CTV devices. This new supplement extends the familiar AdChoices experience from computers and mobile devices to CTV platforms.

Lou Mastria, President and CEO of the DAA, emphasized the importance of maintaining consumer trust in the growing CTV space, stating, “Americans now spend an average of more than two hours a day watching connected TV, and it is vital that they have access to AdChoices’ familiar tools for information and control across CTV devices and platforms.” He added that advertisers must offer the necessary tools to build trust with consumers as they adapt to media consumption trends. The extension of the AdChoices program into CTV ensures a consistent, privacy-enhancing experience across devices.

The DAA’s new guidelines offer a range of implementation options, designed to account for the varied technologies, interfaces, and content across CTV platforms. These options aim to maintain a seamless user experience through the AdChoices Icon and name.

Mastria encouraged companies in the CTV ecosystem, including OEMs, content distributors, and others, to adopt these guidelines in their ads and settings, ensuring that consumers have access to privacy choices around interest-based advertising, as they do on other digital platforms.

The new guidelines, titled *AdChoices Icon & Ad Marker Implementation Supplement for Connected TV*, cover four main categories of implementation that can be used independently or together:

- Always-Available Settings: Embedding AdChoices in CTV device settings for easy access to transparency and control tools at any time.

- Ad-Level Implementations: Incorporating AdChoices in the player bar or near ad units to provide privacy controls during ad experiences.

- At-Time Implementations: Integrating AdChoices with voice controls, QR codes, or periodic notices to enhance consumer privacy options.

- Asynchronous Implementations: Including AdChoices during initial device setup, through audio interactions, or through CMP-supported notices.

These guidelines are intended for use by a broad range of companies in the CTV and streaming ecosystem, such as advertisers, agencies, OEMs, content distributors, CTV app developers, and ad tech providers. The guidelines were developed by the DAA Principles and Communications Committee and DAA working groups, combining expertise from the technological, creative, and operational aspects of ad delivery.