Canada share of websites in compliance with DAAC IBA principles in 2016

This statistic shows the share of online publishers, retailers and advertisers (first party websites) in Canada who adhered to the transparency and consumer control principles of interest-based advertising laid out by Digital Advertising Alliance of Canada (abbreviated to DAAC) in 2016. The findings show that 90 percent of first party participant websites provided an enhanced notice in line with the DAAC's Transparency Principle, which requires clear, meaningful and prominent notice to consumers about data collection and practices pertaining to online behavioral advertising. A total of 67 percent of participants provided an enhanced prominent notice, with 95 percent providing an opt-out mechanism on their websites.

DAAC interest-based advertising (IBA) transparency and consumer control mechanisms usage among online publishers, retailers and advertisers in Canada in 2016

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Release date

February 2017



Survey time period


Number of respondents

37 respondents

Supplementary notes

Participating companies are categorized under the DAAC Program according to their online activities.
Definition of First Party Participant websites: A First Party is the entity that owns or has control over the website with which the consumer interacts.

Prominent Enhanced Notice means that it is ‘above the fold’ or otherwise displayed in a similarly conspicuous manner.
'Opt-out' mechanisms refer to those which are provided on participants' websites and which allow consumers to opt out of data collection or use for IBA (interest based advertising) purposes.
The Consumer Control Principle provides consumers with an ability to choose whether data is collected and used for online behavioral advertising purposes. This choice is available through various means, including a link from the notice provided on the webpages where data is collected.
The Transparency Principle calls for clear, meaningful and prominent notice to consumers about data collection and use practices associated with online behavioral advertising. The Principle sets out requirements for enhanced notice on the page where data is collected through links embedded in or around advertisements, or on the webpage itself.

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Statistics on "Digital advertising in Canada"

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