AdChoices is an icon shown and associated program participated in by Internet advertisers on some advertisements to indicate that the ad is an instance is “interest-based advertising”, i.e., the advertisement is based on information gathered about the user’s interest via tracking of the user’s browsing history, possibly across websites other than the current website. The program is created and managed exclusively by the Digital Advertising Alliance as part of its Self-Regulatory Program for Online Behavioral Advertising. It is possible for users to opt out entirely from AdChoices. This will not stop them from seeing ads but rather will not use their online behavior in determining what ads they are shown.