Leading DM Trade Groups Introduce Privacy Principles for Collection and Use of Behavioral Data

This unprecedented collaboration represents the entire marketing-media industry and includes the American Association of Advertising Agencies (4A's), the Association of National Advertisers (ANA), the Direct Marketing Association (DMA), and the Interactive Advertising Bureau (IAB). The Council of Better Business Bureaus (BBB), a leading organization dedicated to advancing marketplace trust, is also part of the effort and has agreed, along with the DMA, to implement accountability programs to promote widespread adoption of the seven Principles. This cross-industry self-regulatory task force represents the first time that representatives of the entire advertising ecosystem have come together to develop principles for the use and collection of data in this important area to the economy.