Digital Advertising Alliance Reviews AI Data Use Guidelines

The Digital Advertising Alliance (DAA) has announced a review of its self-regulatory principles to address the application of these guidelines to AI systems and tools. This initiative, announced in a press release, aims to develop new guidance for the collection and use of interest-based advertising (IBA) data by AI technologies.

The DAA's Principles and Communications Committee will oversee the review process, focusing on ensuring that companies provide consumers with appropriate information and control over their data. The review will consider the current and anticipated use cases for IBA data by AI systems, consumer expectations, and any legal or regulatory gaps.

Michael Signorelli, a partner at Venable LLP, emphasized the importance of keeping the industry's self-regulatory regime up to date with technological advancements. The DAA plans to convene with stakeholders, including trade associations, advertisers, and ad tech providers, to evaluate and potentially set new AI guidance for its principles.