Edited by
Stuart P. Ingis 
and
Michael A. Signorelli
Additional Contributors: Emilio W. Cividanes, Tara
Sugiyama Potashnik, Julia Kernochan Tama and Kelly A.
DeMarchis
In November 2011, the Digital Advertising Alliance
("DAA") released the Principles for Multi-Site Data
("Principles"). These new principles expand the scope of
self regulation of online data collection. The DAA has previously
developed cross-industry best practices for consumer choice in
online behavioral advertising (OBA) through its Advertising Option
Icon program.
The new Self-Regulatory Principles establish comprehensive
self-regulatory standards governing the collection and use of
Multi-Site Data, which the DAA has defined as data collected from a
particular computer or device regarding Web viewing over time and
across non-affiliated Web sites. The Principles establish a
framework governing the collection of online Multi-Site Data that
also defines when companies must provide
