DAA

Digital Advertising Alliance's (DAA) 

Self-Regulatory Program for Online Behavioral Advertising.

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Self-Reg Principles in Mobile Environment

On behalf of America’s largest media and marketing trade associations, the Digital Advertising Alliance (DAA) has unveiled new guidance for advertisers that will bring the ubiquitous transparency consumers have come to know for interest-based ads in the desktop browsing environment to the mobile space.

The guidance builds on the alliance’s Self-Regulatory Principles for Online Behavioral Advertising (2009) and Multi-Site Data (2011), which already apply to mobile web browsing as they pertain to interest-based advertising.


These Self-Regulatory Principles apply consistently across marketing channels, and extend to personal directory and precise location information, as well as across mobile applications.

A copy of the new mobile guidance is available here.