The Digital Advertising Alliance (DAA) is an organization that promotes responsible online advertising practices. It provides guidelines for businesses to follow, ensuring that consumers have control over how their data is used for advertising purposes. The DAA aims to enhance transparency and trust in digital advertising. One of the key initiatives of the DAA is the Self-Regulatory Program for Online Behavioral Advertising. This program allows users to opt out of targeted ads based on their online behavior. By participating in this program, companies can demonstrate their commitment to ethical advertising practices while respecting consumer privacy.