Digital Advertising Alliance

Overview
The Digital Advertising Alliance (DAA) was founded in 2009. In mid-2009 the DAA published the Self-Regulatory Principles for Online Behavioral Advertising in an effort to forestall an FTC proposal for new legislation to regulate online behavioral advertising. The self-regulatory program based on the DAA principles document was announced in October 2010. See Better Business Bureau, Major Marketing/Media Trade Groups Launch Program to Give Consumers Enhanced Control Over Collection and Use of Web Viewing Data for Online Behavioral Advertising (October 2010).