Digital Advertising Alliance Announces Review of Application of DAA Self-Regulatory Principles to AI Systems and Tools
DAA's Principles and Communications Committee Will Consider New Guidance Around AI Collection and Use of Interest-Based Advertising Data
WASHINGTON, June 4, 2025 /PRNewswire/ -- The Digital Advertising Alliance (DAA) today announced the launch of a process to consider developing new guidance around the application of the DAA Self-Regulatory Principles to the collection and use of interest-based advertising (IBA) data by the rapidly-expanding universe of AI systems and tools that might have access to such data.
"Few, if any, industries change faster than advertising, and the DAA has stayed ahead of those changes for the last 15 years by routinely reviewing, developing and releasing timely policy guidance around new technologies and business practices, from IoT to CTV, mobile data, and cross-device data," said Lou Mastria, CEO of the DAA. "As the advertising industry increasingly looks to AI tools and systems, it's vital that industry codes of conduct reflect that reality to serve companies and their consumers."
"This review will look at the steps companies can take to ensure they are providing appropriate information and control to consumers around the collection and use of IBA data by those systems, thus enabling responsible and sustainable consumer engagement and growth," Mastria continued.
The DAA's Principles and Communications Committee will manage the process for the review and development of potential AI-related guidance for the industry. Among the issues it will consider are the appropriate industry participants and process to develop such guidance, the current and anticipated use cases for IBA data by AI systems and tools, consumer expectations around the collection and use of such data, and the legal and regulatory gaps/overlaps with any such guidance.
"Companies across the advertising supply chain are moving quickly to integrate AI to better reach their customers, deliver more effective messages, and strengthen their businesses," said Michael Signorelli, Partner, Venable LLP, which will help draft any AI guidance. "As the industry deploys AI-powered tools and systems, we need to ensure that the industry's preeminent self-regulatory regime keeps pace with those changes and continues to provide individuals with information and choices around covered use of IBA data by AI systems."
According to the McKinsey "State of AI" survey released in March 2025, AI has been broadly deployed across marketing organizations, with marketing/sales tied with IT as the top business function at surveyed companies to have adopted AI in its work. Similarly, a survey conducted last year by SurveyMonkey found that 56% of marketers say their company is taking an active role in implementing and using AI.
In the coming weeks, the DAA Principles and Communications Committee and participating stakeholders representing key trade associations, advertisers, publishers, ad tech providers, and agencies will convene to start the process of evaluating and potentially setting AI guidance for the DAA Principles.
About the Digital Advertising Alliance
The Digital Advertising Alliance (DAA) is an independent not-for-profit organization which establishes and enforces responsible privacy practices for relevant digital advertising, while giving consumers information and control over the types of digital advertising they receive. The DAA runs the YourAdChoices, mobile AppChoices and PoliticalAds programs. Underlying the DAA's efforts are the DAA Self-Regulatory Principles, including updates to address changing technologies and business models such as multi-site, mobile, and cross-device data. Compliance with the DAA Principles is independently enforced for all companies in digital advertising by BBB National Programs and the Association of National Advertisers (ANA). The DAA is managed by a consortium of the leading national advertising and marketing trade groups, including the 4As; American Advertising Federation; ANA; Interactive Advertising Bureau; and Network Advertising Initiative, with the advice of BBB National Programs.
Media Contact:Andrew Weinstein202-667-4967396040@email4pr.com
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