The Digital Advertising Alliance (DAA): The Cross-Industry Program Behind YourAdChoices
Companies participating in the program agree to follow the DAA Principles for transparency and choice for interest-based advertising. Equally important, all companies that engage in practices covered by the program are accountable under the DAA Principles.

What Do the DAA Principles Cover?
The DAA Principles apply to the collection and use of interest-based advertising data. The Principles provide other protections for data collection across sites and apps including controls for the use of mobile location and personal directory information, as well as prohibitions on the use of interest data for eligibility determinations.