What is the Digital Advertising Alliance (DAA)?

The Digital Advertising Alliance (DAA) is an association that is mainly known for running and enforcing the Online Behavioral Advertising (OBA) self-regulatory program AdChoices.

The AdChoices self-regulatory programs has over 200 participants which include brand advertisers, agencies, publishers, ad networks, and ad tech companies. The program is principle-based and available in the US, Canada and the EU. The DAA licenses the AdChoices logo and enforces compliance with the principles by participants.

In addition to AdChoices, DAA has issued principles and licenses icons for two lesser known programs:

• The Privacy Rights Icon for compliance with the California Consumer Privacy Act (CCPA.)
• The Political Ads Icon

The founding members of the DAA are:

• The American Association of Advertising Agencies
• The Association of National Advertisers (ANA)
• The American Advertising Federation (AAF)
• The Direct Marketing Association (DMA)
• The Interactive Advertising Bureau (IAB)
• The Better Business Bureau (BBB)
• The Network Advertising Initiative (NAI)

History and related…