A traditional identifier typically used by a third-party and associated with a device (individual level). Consumers can use DAA’s WebChoices tool to control the use of cookies for interest-based advertising.

Hashed Email

Also referred to as a token ID. It is a pseudonymized, authenticated identifier that does not allow an entity to infer, discover, or otherwise identify the individual associated with the ID (individual level). Consumers can use DAA’s YourAdChoices tool to control the use of a hashed email or phone number for interest-based advertising.

Mobile (MAID)

An ID associated with a mobile device (individual level). Consumers can download the DAA’s AppChoices tool to control the use of mobile ad IDs for interest-based advertising.

IP Address

IP targeting enables the delivery of personalized content or ads based on a device's IP address. IP [Internet Protocol] addresses are unique numbers dynamically assigned by Internet Service Providers (ISPs) to a device's network connection, and can be used to infer a device's location. If precise location data is being used, then consent is necessary. Starting in late 2025, certain DAA choice tools can be used to opt out from this type of use of IP Addresses by companies integrated into the DAA tools for the purposes of serving interest-based advertising