DAA Launches the CMP Complement

On
February
14,
2023,
the
Digital
Advertising
Alliance
(“DAA”)

announced
the
creation
of
the
CMP
Complement,
billed
as
a
uniform
approach
for
brands
and
publishers
to
offer
privacy
controls
on
sites
and
apps
through
Consent
Management
Platforms
(CMPs)
and
the
AdChoices
program.
The
CMP
Complement
integrates
the
AdChoices
Icon
into
participating
CMPs’
user
flows
and
provides
easier
user
access
to
both
CMP-specific
controls
and
other
interest-based
advertising
choice
tools
offered
through
the
DAA’s
portals.

By
integrating
these
tools,
the
CMP
Complement:

• Allows
  brands
  and
  publishers
  to
  work
  with
  participating
  CMPs
  to
  direct
  consumers
  to
  a
  dedicated
  module
  or
  user
  flow
  within
  the
  CMP
  that
  focuses
  on
  relevant
  advertising;
• Allows
  consumers
  to
  use
  the
  AdChoices
  Icon
  through
  participating
  CMPs;
• Promotes
  transparency
  to
  consumers
  by
  providing
  more
  information,
  disclosures
  and
  choices;
  and
• Allows
  consumers
  to
  use
  the
  AdChoices
  Icon
  to
  access
  a
  CMP’s
  console
  and
  the
  DAA’s
  information
  and
  choices
  about
  relevant
  ads.

Learn
more
about
the
CMP
Complement

here.

About Author

AndyC

Andy Curtis is an award-winning security consultant, researcher and public speaker. He has been working in the computer security industry since the early 1990s, having been employed by state and federal government, leading healthcare and banking providers across three continents. He has given talks about computer security for some of the world’s largest companies, worked with law enforcement agencies on investigations into hacking groups, and is a regular voice on TV and radio explaining IT security threats.

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