The Digital Advertising Alliance announced it has launched a set of tools for the advertising technology industry designed to allow consumers to opt out of the sale of their personal information across DAA-participating companies under the California Consumer Privacy Act. DAA guidance states web and app publishers should display a text link and unique green icon on their offerings for California users to click on to access the tools. "The digital advertising ecosystem is incredibly complicated and interconnected, so we need tools that [work] both for individual companies and across the supply chain,” Venable Partner and DAA Counsel Michael Signorelli said.
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