The Digital Advertising Accountability Program (Accountability Program) is a data privacy program that enforces self-regulatory industry standards for online and mobile advertising. Its mission is to build trust in the digital marketplace by ensuring that businesses provide consumers with transparency and choice about the collection and use of their data for interest-based ads. The Accountability Program was developed at the request of the Digital Advertising Alliance (DAA), an alliance of the major advertising trade associations, as the independent third-party accountability agent for the DAA suite of Self-Regulatory Principles.

The Accountability Program also monitors the marketplace for compliance with the Political Advertising Principles, a set of best practices surrounding Political Advertising. 

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