The Digital Advertising Alliance (DAA) announced that its web- and app-based tools are expected to go live on Jan. 1, 2020, as the California Consumer Privacy Act (CCPA) takes effect.

The web-based tool will enable consumers to express an opt out from sale of their personal information, including its use for interest-based advertising, by companies that collect data across sites and are offering a CCPA opt out to the sale of information through the tools. (An app version of the tool will provide the same breadth of control for companies in the in-app world).

The tool allows opt out from sales by third parties of data collected on publishers websites. The DAA has said that publishers should seek their own technical tools to help them meet their requirements under the DAA’s guidelines and the CCPA itself.

Consumers will be able to access the tools through standardized CCPA-specific links on publisher sites and apps that include a new green icon similar to the existing YourAdChoices and PoliticalAds icons.

The web tool also can be accessed directly at, while the app will be available through the major app stores and the DAA’s YourAdChoices site.

More details here from the DAA.