About the Accountability Program

The Digital Advertising Accountability Program regulates interest-based advertising (IBA) across the internet. IBA uses information collected across multiple unaffiliated websites or mobile apps to predict a user’s preferences and display ads most likely to interest consumers.

The Digital Advertising Alliance, made up of leading industry associations, developed Principles which businesses should follow.

The Accountability Program enforces the Principles, focusing primarily on compliance with the two key pillars: transparency and consumer choice. The Transparency Principle requires that companies ensure that consumers have clear and meaningful notice of data collection and use for IBA purposes. The Consumer Control Principle requires that companies must provide the consumer with an easy-to-use mechanism that allows the consumer to exercise choice regarding the collection and use of data from his or her device for IBA purposes.

The Accountability Program also applies the DAA’s Principles to political advertising.