DAA Enforcing Cross-device Opt-out in 2017

by Rich Walker, VP, Technology and Activation Group (TAAG)

The DAA recently announced that, beginning in February 2017, they will begin to enforce the ability to allow users to opt-out of cross-device data targeting (AdChoices). Previously, the practice was self-regulated and the DAA did not actively enforce these guidelines.


Overall, you won’t see much change from what is happening today. The opt-out process is a widely accepted practice, one that has been in play for a few years. The move to make it mandatory comes down to a few companies not playing game. Here is why marketers and brands need to take note.

Users Took Action and Called Out Non-Compliant Companies

The move to begin deeper enforcement is the result of greater user awareness of their ability to opt-out. They filed complaints about (directly with the DAA). User-driven complaints were something that typically hadn’t been seen in the past.

The FCC Now Requires ISPs to Offer Users the Choice to Opt-Out

This is important. There’s another connection to this story that hasn’t received as much attention, but will likely see the most impact; the FCC has called for ISPs (AT&T, Comcast, Time Warner, etc…) to give users the choice to opt-out and not have their data collected. This move has the potential to significantly affect data-driven advertising because you have multiple advertisers drawing from a single well of data. As users begin to opt-out, that well will begin to dry up.

What’s Next?

If you look at data for advertising as a salad, the DAA is basically putting regulations in place to ensure that the lettuce you buy is clean and crisp. However, the FCC is looking to regulate the entire farm and all of its fruits and vegetables which has the greater potential for impacting how you make a salad.