About the Digital Advertising Alliance

About the Digital Advertising Alliance

The Digital Advertising Alliance (DAA) is a consortium of the leading national advertising and marketing trade groups that together deliver effective, self-regulatory solutions to online consumer issues.

About the Associations Participating in the DAA


The 4A's is the American Association of Advertising Agencies, the national trade association of the ad agency business. It represents more than 1,100 member agency offices in the United States that employ over 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry's spokesman with government, media, and the public sector. For more information, please visit www.aaaa.org.


The American Advertising Federation, headquartered in Washington, D.C., acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 226 college chapters, the AAF provides 8,000 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies, and media companies, comprising the nation's leading brands and corporations. For more information, please visit www.aaf.org.


The Association of National Advertisers leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9,000 brands that collectively spend over $100 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices; lead industry initiatives; influence industry practices; manage industry affairs; and advance, promote, and protect all advertisers and marketers. For more information, please visit www.ana.net.


As the leader in advancing marketplace trust, The Council of Better Business Bureaus is an unbiased nonprofit organization that sets and upholds high standards for fair and honest business behavior. Every year, more than 65 million consumers rely on BBB Reliability Reports and BBB Wise Giving Reports to help them find trustworthy businesses and charities across North America. Visit www.bbb.org/us for more information.


The Direct Marketing Association is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing—both online and offline; promotes relevance as the key to reaching consumers with desirable offers; and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. For more information, please visit www.the-dma.org.


The Interactive Advertising Bureau comprises more than 460 leading media and technology companies, which are responsible for selling 86 percent of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive's share of total marketing spend, and of its members' share of total marketing spend. The IAB educates marketers, agencies, media companies, and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a public policy office in Washington, D.C. For more information, please visit www.iab.net.


The Network Advertising Initiative is a coalition of more than 70 leading online marketing companies committed to building consumer awareness and reinforcing responsible business and data management practices and standards; the coalition includes the 15 largest online advertising networks in the United States. As increasingly sophisticated online advertising technologies evolve, the NAI works to enhance consumer confidence.