The Digital Advertising Alliance (DAA) establishes and enforces responsible privacy practices across industry for relevant digital advertising, providing consumers with enhanced transparency and control through multifaceted principles that apply to multi-site data and cross-app data gathered in either desktop or mobile environments.

## Best Practices for the Application of the DAA Self-Regulatory Principles of Transparency and Control to Connected Devices

Best Practices for the Application of the DAA Self-Regulatory Principles of Transparency and Control to Connected Devices explain how the Digital Advertising Alliance Self-Regulatory Principles for Online Behavioral Advertising ("OBA Principles") and Multi-Site Data ("MSD Data"), the Application of the Self-Regulatory Principles to the Mobile Environment ("Mobile Guidance"), and Application of the Self-Regulatory Principles of Transparency and Control to Data Used Across Devices ("Cross-Device Guidance") (collectively, the "Principles") apply to the practice and collection and use of Connected Device Data from a Connected Device.

## Policy Framework for Addressable Media Identifiers

The Policy Framework for Addressable Media Identifiers establishes governance and accountability for the provision and use of interoperable Addressable Media Identifiers (“AMIs”) for the digital media ecosystem. AMIs approved to operate under this Framework will be limited in use to very specific parameters of permitted uses. The Framework directly addresses privacy concerns to help ensure that AMIs are used in responsible and privacy protective ways.

Download PDF## Application of the DAA Principles of Transparency & Accountability to Political Advertising

This Application of the Self-Regulatory Principles of Transparency & Accountability to Political Advertising explains how the Digital Advertising Alliance’s (“DAA”) Self-Regulatory Principles of Transparency and Accountability apply to paid-for express advocacy political advertising for federal and certain state-wide elections in both desktop and mobile environments. 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.

Download PDF## Application of the DAA Principles of Transparency and Control to Data Used Across Devices

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 became effective February 1, 2017.

Download PDF## Application of Self-Regulatory Principles to the 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.

Download PDF## Self-Regulatory 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 website 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.

Download PDF## Self-Regulatory Principles for 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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