Industry Reference - Online advertising organizations (self-regulatory)

Online advertising self-regulatory organizations are independent bodies of experts and advertising technology professionals that help to establish standards for quality and ethical conduct in the purchase, sale, and display of online advertising.

There are several such organizations currently active in the online advertising sector in the United States, Canada, and Europe. This page describes what the key organizations are, what they do, and key projects, working groups, and objectives of each. Xandr is an active participant in these organizations.

The digital advertising alliance (DAA)

The Digital Advertising Alliance (DAA) is an online advertising industry association made up of many other member organizations. Its focus is on ethical self-regulation in the online advertising and ad tech industries, and its purpose is to expand self-regulation for interest-based advertising to the entire ecosystem.

The DAA is probably best known for it's Advertising Option Icon, also known as the "Ad Choices" icon, which is an icon publishers can place on their pages offering users options about what is happening when they encounter advertising on a page and how they interact with that advertising. When users see the Ad Choices Icon on a page, they can click on the icon to learn what data is being gathered and how it's being used, and, if they choose to, opt out of being included in this data collection and usage process. To use the Ad Choices Icon, publishers must pay an annual fee. More information about the Ad Choices Icon is available on the DAA's web page.

The DAA also provides a comprehensive self-regulatory program, as well as publications, recommendations, and misconduct reporting resources for Internet users and companies involved with digital advertising. In addition, they do policy and advocacy work to improve digital advertising practices.  

Digital advertising alliance of Canada (DAAC)

The Digital Advertising Alliance of Canada (DAAC)is the leading Canadian self-regulatory member organization working in online advertising and ad tech. Canadian companies who wish to use the Ad Choices Icon may apply through the DAAC, and the organization also provides education for consumers and companies.

The DAAC operates with a focus on five key themes: notice and transparency, consumer control, data security, sensitive data, and accountability. More information on how they relate to these principles can be found on their website.

European interactive digital advertising alliance (EDAA)

The European Interactive Digital Advertising Alliance is the leading alliance of digital advertising organizations in the EU. It is a cross-industry self-regulatory group developed by key leaders in European business and digital advertising, with the goal of introduction EU-wide standards to "enhance transparency and user control for online behavioral advertising".

The cross-industry self-regulatory initiative was developed by leading European bodies to introduce pan-European standards to enhance transparency and user control for online behavioral advertising. This type of advertising increasingly helps to support the content, services and applications that internet users can enjoy at little or no cost. The EDAA bases its objectives on IAB Europe's Online Behavioral Advertising (OBA) Framework and the European Advertising Standards Alliance's Best Practices for online behavioral advertising.

The interactive advertising bureau (IAB)

The Interactive Advertising Bureau (IAB) is a member organization for media and marketing industries active in the digital economy. Its members are responsible buying, selling, optimizing, and analyzing digital advertising and marketing campaigns.

Together with its member companies, the IAB develops technical standards, best practices, and research, with an emphasis on education and awareness raising among brands, agencies, and general business community regarding the value of digital advertising. The IAB promotes professional development and improved knowledge, skills, and expertise across the digital advertising and marketing industries.

More information on member organizations, councils, committees, and working groups, as well as their projects, publications, and initiatives is available on the IAB website.

IAB tech lab

The IAB Tech Lab is the technical arm of the IAB. It collaborates with IAB Tech Lab members, who include publishers, tech companies, advertising agencies, and brands, to design, develop, and maintain technical standards for use in the programmatic and digital advertising industries. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. IAB Tech Lab works with the industry at large to develop guidelines, write specs, develop technology and provide services in an effort to bring alignment, and standardization to help the industry grow. For more information on IAB Tech Lab, visit their website.

The network advertising initiative (NAI)

The Network Advertising Initiative (NAI) is the leading non-profit self-regulatory association focused on responsible data collection and use in online advertising, with an emphasis on third-party advertising technology companies.

In 2013, they released a Code of Conduct that assesses types of data used by member companies for advertising purposes, and imposes clear and firm restrictions on members' data collection, use, and transfer for online advertising, as well as a Mobile Application Code, which was last updated in 2015.

The NAI also offers a Consumer Opt-out page, where Internet users can opt out of receiving online advertising from NAI members who use HTTP cookies on computer browsers. is an independent organization designed to ensure and promote fair, transparent, and efficient header bidding across the industry. Funded by dues-paying members, it manages the open source projects Prebid.js, Prebid Mobile, Prebid Server, Prebid Video, Prebid Native, and others. is open to all companies who are part of the programmatic ecosystem, from ad tech vendors to publishers and others. It maintains an open-source library and community that helps publishers implement Header Bidding on their websites and apps. Whilst initially renowned as a pioneer in client-side header bidding, creates other ‘unbiased programmatic monetization solutions’ for premium publishers, including server-side header bidding.

Trustworthy accountability group (TAG)

Trustworthy Accountability Group (TAG) is devoted to cross-industry collaboration to foster transparency in digital advertising business relationships and transactions. TAG focuses on four core areas: "eliminating fraudulent digital advertising traffic, SHARE THREAT INTELLIGENCE, PROMOTE BRAND SAFETY to promote brand integrity, and promoting brand safety through greater transparency."

TAG is a joint effort of the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB).

The world wide web consortium (W3C)

The World Wide Web Consortium (W3C) is an international community where Member organizations, a full-time staff, and the public work together to develop Web standards. W3C's primary activity is to develop protocols and guidelines that ensure long-term growth for the Web. W3C's standards define key parts of what makes the World Wide Web work.