Survey Shows 88% Of Americans Expect To Get Interest-Based Ads; Record 85% Now Recognize AdChoices Icon

Large Majorities Say AdChoices Icon Is Useful and Easy to Understand, While Two-Thirds Say They Have Clicked the AdChoices Icon in Past

Published on Feb. 24, 2026

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A new survey conducted by the Digital Advertising Alliance (DAA) found that the vast majority of Americans (88%) say they expect to get interest-based ads, and a record 85% recognize the blue triangular AdChoices icon that provides access to information and choices about those ads. The survey also found that most Americans can correctly identify what the AdChoices Icon does (58%), have clicked on it in the past (67%), and say they find it useful (78%) and easy-to-understand (85%).

Why it matters

The survey results show strong consumer support for the AdChoices icon-based approach to providing information and choices about digital advertising, which is an important part of the self-regulatory framework overseen by independent watchdogs like the DAA. This suggests that consumers are increasingly aware of and comfortable with the tools available to control their advertising experience.

The details

The survey found that almost all respondents expect to get interest-based advertising, with equal proportions saying they always (44%) or sometimes (44%) expect advertising to use information about their online interests to deliver relevant ads to them. A record 85% recognize the AdChoices Icon, up 6% since the same question was asked in 2024, with more than half saying they recognize it a great deal (52%) and a third saying somewhat (33%). Most people (58%) understand what the icon does, correctly saying it gives a person information and choices about the types of ads they receive, a result up 5% since the last survey in 2024. Two-thirds say they have clicked the AdChoices Icon in an ad, website, or app, with responses divided between regularly (23%), occasionally (28%), and once or twice (16%). More than three-quarters (78%) say the AdChoices Icon is useful, the same as 2024, with respondents saying it is very (32%) or somewhat (46%) useful. The vast majority (85%) said the AdChoices Icon is easy to understand, same as 2024, with respondents saying it is very (40%) or somewhat (45%) easy to understand.

  • The survey was conducted in February 2026.

The players

Digital Advertising Alliance

An independent not-for-profit organization which establishes and enforces responsible privacy practices for relevant digital advertising, while giving consumers information and control over the types of digital advertising they receive.

Lou Mastria

President & CEO of the Digital Advertising Alliance.

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What they’re saying

“The best way to understand consumer preferences is simply to ask people what they like and want. This survey shows that record numbers of Americans recognize AdChoices, understand what it does, and consider it a useful tool to get information and choices about the types of digital advertising they receive and expect to receive. That strong support for AdChoices extends to the policymaking process, as large majorities of respondents expressed support for this type of cross-industry delivered pro-consumer icon-based approach and the role of independent watchdogs like the DAA's AdChoices program.”

— Lou Mastria, President & CEO (Digital Advertising Alliance)

What’s next

The Digital Advertising Alliance plans to continue updating and improving the AdChoices icon-based program to meet consumer needs, regardless of technological changes in digital advertising.

The takeaway

The survey results demonstrate strong and growing consumer awareness, understanding, and support for the AdChoices icon-based approach to providing information and choices about digital advertising. This suggests that self-regulatory efforts by independent industry groups like the DAA are resonating with the public and could serve as a model for future policymaking around digital advertising.