The Digital Advertising Alliance (DAA) is a "business league" founded in 2009 by several trade organizations, including the Network Advertising Initiative (NAI). The DAA was formed through funding and the cooperation of the American Association of Advertising Agencies, the American Advertising Federation, the Association of National Advertisers, the Direct Marketing Association, and the Interactive Advertising Bureau.
In mid-2009 the DAA published the DAA Self-Regulatory Principles for Online Behavioral Advertising. It has also proposed a "Do Not Track" button, where if a consumer presses the button on any browser, all participating advertisers and browsers do not store consumer data for use in targeted advertising.
The DAA has published a series of Self-Regulatory Principles, including: