Adchoices is a progam operated by Google that uses interest-based advertising to help target the consumer. Interest based advertising is when the user is served advertisements for a product relevant to search terms the user recently looked up, jand recent activity tracked in data collective accounts. Adchoices exists in the United States, Canada and throughout Europe.
The Federal Trade Commission began to consider advertisting platforms on the internet that collect consumer data in 2009. They did this becouse they needed a way of regulating and protecting the consumer's rights and privacy. The goal of the program was to show the user what advertising companies are following the users data.