Digital Advertising Alliance Begins Review of Self-Regulatory Principles for AI Use in Interest-Based Advertising
The Digital Advertising Alliance is reviewing its guidelines to address AI use in interest-based advertising, focusing on consumer transparency and control. This update aims to keep industry standards current with AI's growing role.
Digital Advertising Alliance Reviews AI Use in Interest-Based Advertising
The Digital Advertising Alliance (DAA) has initiated a review to consider new guidelines on how its Self-Regulatory Principles apply to AI systems and tools handling interest-based advertising (IBA) data. This move recognizes the growing role of AI in advertising and the need to update industry standards accordingly.
Lou Mastria, CEO of the DAA, highlighted that advertising evolves quickly, and the DAA has consistently updated its policies to keep pace with changes—from IoT to mobile and cross-device data. With AI becoming integral to advertising strategies, the DAA wants its codes of conduct to reflect this shift, ensuring companies and consumers are both well served.
Focus on Consumer Information and Control
The review will focus on how companies can provide clear information and meaningful control to consumers regarding the collection and use of IBA data by AI tools. The goal is to support responsible consumer engagement and sustainable industry growth.
The DAA’s Principles and Communications Committee will lead the process, looking at several key factors:
- Which industry participants should be involved in developing AI-related guidance
- Current and future use cases for IBA data by AI systems
- Consumer expectations for transparency and control
- Legal and regulatory gaps or overlaps relevant to the guidance
Industry Response and Legal Support
Michael Signorelli, Partner at Venable LLP, emphasized the fast adoption of AI across the advertising supply chain to better target customers and improve messaging effectiveness. He noted the importance of updating self-regulatory frameworks to maintain consumer rights around IBA data used by AI.
AI Adoption in Marketing
Data supports the urgency of this review. The March 2025 McKinsey "State of AI" survey found that marketing and sales are among the top functions adopting AI. Likewise, a SurveyMonkey report from last year showed 56% of marketers say their companies actively implement AI.
Next Steps for the DAA
In the coming weeks, the DAA’s Principles and Communications Committee will work with stakeholders across trade associations, advertisers, publishers, ad tech providers, and agencies. Their task is to evaluate and potentially establish new AI-focused guidance for the industry.
About the Digital Advertising Alliance
The DAA is an independent nonprofit that sets and enforces privacy standards for digital advertising. It provides consumers with tools to control the ads they see through programs like YourAdChoices, AppChoices, and PoliticalAds.
The DAA’s Self-Regulatory Principles have evolved to address new technologies and data models, including multi-site, mobile, and cross-device tracking. Compliance is enforced by BBB National Programs and the Association of National Advertisers (ANA). The organization is managed by leading advertising trade groups such as the 4As, American Advertising Federation, ANA, Interactive Advertising Bureau, and Network Advertising Initiative.
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