Digital Advertising Alliance (DAA)

The Digital Advertising Alliance (DAA) is an industry association made up of numerous online advertising companies, collectively responsible for establishing and maintaining self-regulatory standards in digital advertising. Rather than waiting for government-imposed rules, the DAA develops principles and programs that member companies agree to follow — covering areas such as interest-based advertising, data transparency, and consumer choice mechanisms. Its most visible output is the AdChoices icon program, which gives users a standardized way to opt out of behavioural targeting across participating platforms.