An article by Allison Schiff, managing editor of AdExchanger, reveals her experiences attempting to exercise her choices about how advertisers can use her personal data after clicking the AdChoices icon. Schiff was unhappy with seeing targeted ads that had no relevance. The Digital Advertising Alliance launched its self-regulatory AdChoices programme in 2010 to give individuals control over how their data is used for online behavioural advertising. The service provides options to stop seeing the ad or explain why it has been shown. Selecting the stop-seeing ad option 47 times, Schiff admitted defeat. Her choices were "summarily ignored."
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