Digital Advertising Alliance Launches New Industry-Focused Website provides guidance on the DAA's increasingly globally recognized self-regulatory program

New York – July 16, 2014 – The Digital Advertising Alliance (DAA) has launched its newest web property,, which builds on DAA's commitment to educate the advertising industry about DAA's established and enforceable principles for responsible privacy practices across the online advertising industry, and to provide consumers with enhanced transparency and control regarding relevant advertising on their digital devices.

The site is part of a larger effort to help key audiences better understand the role DAA plays as the industry's self-regulatory body for stewarding responsible privacy practices for interest-based advertising in desktop, mobile and multi-screen environments. The blue DAA Icon, which provides enhanced transparency into interest-based advertising practices, is served globally 1 trillion times each month. DAA also offers a Consumer Choice Page, which more than 4 million consumers to date have used to exercise choice with respect to receiving interest-based ads. Through global partners, the DAA program also has grown to 32 nations and 24 languages.

"As the DAA grows and evolves, so too does awareness of our unique self-regulatory model among advertisers, and policymakers," DAA Executive Director Lou Mastria said. "As we continue to expand into the mobile and multi-platform environments where brands and consumers engage, this site will be the anchor for these key audiences to stay apprised about the DAA program and the core principles that define our mission to be the online advertising industry's standard-bearer for consumer privacy by providing effective, recognized and enforceable transparency and control at Web-wide scale."

The site will help DAA tell the story of the tremendous value of interest-based advertising that operates under strong self-regulatory principles, Mastria said. Research demonstrates that users prefer ads relevant to their interests, click on interest-based ads at twice the frequency of standard ads, and value the protections the DAA self-regulatory program provides.

The new site – the third among a group of DAA Web properties that include a consumer education site, and the organization's original landing page, – will increasingly feature information about the DAA Principles, partners, programs, multi-media content and links to DAA social media properties, and will be used as a branded site for marketing and policymaker community education and engagement. The new site will feature a news blog as well as resources and information for media covering interest-based advertising.

As with other DAA properties, includes a link to DAA's consumer choice tool, where users can set opt-out preferences. This program is enforced by two independent accountability mechanisms operated by the Direct Marketing Association and the Council of Better Business Bureaus.

About The DAA Self-Regulatory Program for Online Behavioral Advertising: The DAA Self-Regulatory Program ( for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA) (, a consortium of the nation's largest media and marketing associations including the American Association of Advertising Agencies (4A's), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for online data.

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