DAA Reviews Self-Regulatory Principles for AI in Advertising Data Practices

The Digital Advertising Alliance (DAA) has officially announced the start of a new process aimed at developing guidance regarding the application of its self-regulatory principles in relation to artificial intelligence (AI) systems and tools. This initiative acknowledges the rapid evolution in advertising, where AI tools are becoming increasingly integral to interest-based advertising (IBA) data practices. The DAA has been a leader in setting regulatory frameworks for digital advertising for over fifteen years, adapting to the constant advancements in technology and how businesses approach digital marketing.

Fast-Paced Changes in Advertising

As Lou Mastria, the CEO of the DAA, pointed out, the advertising landscape is known for its rapid transformations. The organization has continuously sought to remain proactive in addressing the developments in technology and business practices, which include innovations such as the Internet of Things (IoT), connected TV (CTV), and the diverse usages of mobile and cross-device data. Mastria emphasized the importance of maintaining a code of conduct that reflects these advancements to benefit both companies and consumers alike.

“In a world where the advertising industry is increasingly leaning towards AI tools, it becomes crucial that our self-regulatory framework evolves to meet these changes,” he stated.

Ensuring Responsible Use of Advertising Data

The DAA's review will focus on guiding companies on how to provide adequate information and control to consumers regarding the collection and application of IBA data by AI systems. This initiative aims to facilitate responsible consumer engagement, ensuring that companies are empowered to grow sustainably while placing consumer protection at the forefront.

The Principles and Communications Committee of the DAA will oversee this review, evaluating several key issues. They will identify which industry participants should be involved in developing this guidance, as well as the current and anticipated use cases for IBA data by AI tools. Moreover, consumer expectations regarding data collection alongside any existing legal or regulatory gaps will also be scrutinized.

The Role of AI in Marketing

Recent studies underscore the significant role AI is playing in marketing sectors. According to a McKinsey survey conducted in March 2025, AI technology has been broadly integrated into marketing strategies, with marketing and sales being highlighted as the top functions utilizing AI in their operations. Likewise, another survey from SurveyMonkey revealed that over half of marketers believe their companies are actively incorporating AI technologies into their practices.

Michael Signorelli, a partner at Venable LLP, which is assisting with the creation of AI guidance for the DAA, stated, “As our industry adopts AI technologies, it's crucial for our self-regulatory framework to advance alongside these changes. We want to ensure that individuals have clear information and options regarding the use of IBA data.”

Engaging Stakeholders in the Process

In the upcoming weeks, the DAA Principles and Communications Committee will engage various stakeholders, including key trade associations, advertisers, publishers, and ad tech providers. This collaborative effort aims to start evaluating and potentially establishing solid guidelines for AI usage in the realm of digital advertising data.

The DAA operates as an independent, non-profit organization that promotes responsible privacy practices for digital advertising while empowering consumers with the ability to control the ads they receive. Established frameworks like the YourAdChoices and AppChoices programs are part of its efforts to ensure compliance within the digital advertising ecosystem.

As the landscape of advertising continues to evolve rapidly, initiatives like the DAA's review into the implications of AI are vital in preserving consumer trust and ensuring that technological advancements serve both businesses and the audiences they seek to engage.