It has been seen countless times, yet it may be the advertising industry’s best-kept secret. What exactly is that small turquoise triangle, often in the upper right corner, that appears in many online ads?
Advertisers, agencies and publishers serve the AdChoices icon more than 1 trillion times each month. Yet despite the icon's presence throughout the Web, fewer than one in 10 Internet users know what the small blue symbol in the shape of a sideways triangle actually means, according to the latest State of Media report by the agency Kelly Scott Madison.
As the ad industry girds for the mushrooming debate around privacy, consumer choice and ad blocking, it’s clear that existing opt-out mechanisms aren’t exactly cutting it, especially when it comes to cross-device.