Yesterday, the Digital Advertising Alliance (DAA) announced the release of new “Self-Regulatory Principles for Multi-Site Data,” voluntary self-regulatory standards to govern the collection, use, and sharing of data concerning user activity across non-affiliated websites.  The DAA, an umbrella organization for advertising trade groups, already maintains self-regulatory principles for online behavioral advertising (OBA).  Notably, while the OBA Principles apply only to data collected for behavioral advertising purposes, the new Multi-Site Data Principles encompass all collections, use, and disclosure of multi-site data regardless of purpose.  The DAA expects its new principles will be implemented in 2012.
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