OBA Background and Toolkit

Leading marketing and advertising industry associations have established a comprehensive, self-regulatory program and implemented consumer-friendly principles and enforcement standards regarding online behavioral advertising ("OBA").

The industry-wide effort to develop standards for OBA activities across the internet was led by a coalition of the nation's largest media and marketing trade associations, including: 

  • The American Association of Advertising Agencies (AAAA), 
  • The American Advertising Federation (AAF), 
  • The Association of National Advertisers (ANA), 
  • The Direct Marketing Association (DMA), and 
  • The Interactive Advertising Bureau (IAB), 

The program is also supported by the Council of Better Business Bureaus (CBBB). This unprecedented collaboration responds to the Federal Trade Commission's call to the advertising and media industry to develop self-regulatory principles and practices for OBA.

In July 2009, the Associations jointly released the Self-Regulatory Principles for Online Behavioral Advertising ("Principles"). These are intended to apply broadly to the diverse set of actors that work interdependently to deliver relevant advertising intended to enrich the consumer online experience.

Since July 2009, industry-wide collaboration has continued on the development and launch of a self-regulatory program for OBA ("Program") that will implement the Principles, promoting enhanced transparency and choice, and fostering compliance and accountability across the marketing and advertising community.

Download PDF of the Toolkit.


January 20, 2012

The Digital Advertising Alliance (DAA), a coalition of the nation's leading media and marketing trade associations, today announced the launch of the 'Your AdChoices' public education campaign. Your AdChoice is designed to inform consumers about interest-based advertising and how to take greater control of their online privacy. It was created pro bono by the Salt Lake City office of MRM, a McCann Worldgroup company and 4A's member. Your AdChoices builds upon the DAA's two-and-a-half year effort to develop and implement cross-industry best practices and effective solutions for the collection and use of data through its Advertising Option Icon.

Read the full press release >>>