History

Since 2000, the NAI has brought together industry leaders to establish and enforce standards for the collection and use of data for online behavioral advertising (OBA). Below is a brief timeline outlining our story of success and innovation.

2000: The NAI publishes the NAI Principles, the first set of self-regulatory standards governing OBA and the industry’s first opt-out page. The initial Principles, commended by the Federal Trade Commission, were the first to address the online use of non-personally identifiable data for advertising and the first to require consumer-facing notice and a choice mechanism.

2008: The NAI publishes an updated Code of Conduct incorporating new restrictions on the collection and use of sensitive data and data related to children. The 2008 Code also requires an annual compliance report, detailing members’ compliance efforts. Pursuant to this requirement, the NAI published reports for 2009, 2010, and 2011.

2009: The NAI launches a consumer education page, providing a centralized location for a variety of informational articles, videos, and other creative content designed to educate users about OBA. To raise awareness of these resources, NAI members have deployed billions of ad banners linking to the NAI’s educational page across their networks.

2010: NAI joins the Digital Advertising Alliance, a non-profit organization of leading companies and trade associations including the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s), The Direct Marketing Association (DMA), the InteractiveAdvertising Bureau (IAB), the American Advertising Federation (AAF) and the NAI. The DAA was formed to administer and promote the Self-Regulatory Principles for online data collection.

NAI members lead industry efforts to develop and implement a standardized icon to provide a visible indication to consumers that an online advertisement may be targeting to their interests. The icon is now served trillions of times annually.

2011: The NAI requires members to provide additional transparency to consumers regarding the use of health-related data used for OBA purposes. Members are required to post on their websites any interest segments they use for OBA purposes that are based on health-related conditions or treatments.

As online advertising continues to grow and diversify and new technologies emerge, the NAI will remain a vigorous advocate for responsible online advertising standards and effective consumer choice mechanisms.