About the Digital Advertising Alliance


The Digital Advertising Alliance (DAA) is a consortium of the leading national advertising and marketing trade groups that together deliver effective, self-regulatory solutions to online consumer issues.


About the Associations Participating in the DAA

4A's - American Association of Advertising Agencies The 4A's is the American Association of Advertising Agencies, the national trade association of the ad agency business. It represents more than 1,100 member agency offices in the United States that employ over 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry's spokesman with government, media, and the public sector. For more information, please visit www.aaaa.org.

AAF - American Advertising Federation The American Advertising Federation, headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 226 college chapters, the AAF provides 8,000 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies, and media companies, comprising the nation's leading brands and corporations. For more information, please visit www.aaf.org.

The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers, and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA's membership includes more than 1,850 companies and organizations with 20,000 brands that engage almost 50,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 1,100 client-side marketers and more than 750 marketing solutions provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.   For more information, please visit www.ana.net.

BBBNP -- Better Business Bureaus National Programs BBB National Programs fosters trust, innovation, and competition in the marketplace through the development and delivery of cost-effective third-party self-regulation, dispute resolution and other programs. These programs were formerly administered by the Council of Better Business Bureaus. To learn more about industry self-regulation, please visit: BBBNP.org.

IAB - Interactive Advertising Bureau The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco. For more information, please visit www.iab.com.

NAI - Network Advertising Initiative The Network Advertising Initiative is a coalition of more than 70 leading online marketing companies committed to building consumer awareness and reinforcing responsible business and data management practices and standards; the coalition includes the 15 largest online advertising networks in the United States. As increasingly sophisticated online advertising technologies evolve, the NAI works to enhance consumer confidence. For more information, please visit www.networkadvertising.org.

According to Reference: https://youradchoices.com


DAA Self-Regulatory Principles

Cover - Application of DAA Principles to Political Advertising PDF
This Application of the Self-Regulatory Principles of Transparency & Accountability to Political Advertising explains how the Digital Advertising Alliance’s (“DAA”) Self-Regulatory Principals of Transparency and Accountability apply to paid-for express advocacy political advertising for federal and certain state-wide elections in both the desktop and mobile environment. This guidance responds to the growth of digital political advertising, and the need to provide potential voters with clear, meaningful, and prominent access to information about the entity that is promoting the political advertising they see online.

Cover - Application of DAA Principles to Cross-Device Data Collection for Interest-based Advertising
This Application of the DAA Principles of Transparency and Control to Data Used Across Devices explains how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi-Site Data (“MSD Principles”), and the Application of the Self-Regulatory Principles to the Mobile Environment (“Mobile Guidance”) (collectively, the “Principles”) apply to the practice of using Multi-Site Data and Cross-App Data collected from a particular browser or device for use on a different computer or device. This guidance will become effective February 1, 2017.

Application of DAA Principles to Mobile Environment
This Application of Self-Regulatory Principles to the Mobile Environment guidance explains for covered companies how the existing Digital Advertising Alliance (“DAA”) Self-Regulatory Principles for Online Behavioral Advertising (“OBA Principles”) and Multi-Site Data (“MSD Principles”) (collectively, the “Self-Regulatory Principles”) apply to certain types of data in the mobile Web site and application environment. This guidance responds to the fact that both First Parties and Third Parties operate across a variety of channels including mobile. The Self-Regulatory Principles apply consistently across these channels, although current implementation may vary based on the technological demands of different channels.

Cover - DAA Principles for Multi-Site Data
The cross-industry Self-Regulatory Principles for Multi-Site Data augment the Self-Regulatory Principles for Online Behavioral Advertising (OBA) by covering the prospective collection of Web site data beyond that collected for OBA purposes. The existing OBA Principles and definitions remain in full force and effect and are not limited by the new principles.

Cover - DAA Principles for Interest-Based - Online Behavioral Advertising
The cross-industry Self-Regulatory Principles for Online Behavioral Advertising were developed by leading industry associations to apply consumer-friendly standards to interest-based advertising across the Internet. Interest-based advertising increasingly supports the convenient access to content, services, and applications over the Internet that consumers have come to expect at no cost to them.
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