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The Network Advertising Initiative (NAI) is the leading non-profit self-regulatory association focused on responsible data collection and use in online advertising, with an emphasis on third-party advertising technology companies.

In 2013, the they released a Code of Conduct that assesses types of data used by member companies for advertising purposes, and imposes clear and firm restrictions on members' data collection, use, and transfer for online advertising, as well as a Mobile Application Code, which was last updated in 2015. 

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The cross-industry self-regulatory initiative was developed by leading European bodies to introduce pan-European standards to enhance transparency and user control for online behavioral advertising. This type of advertising increasingly helps to support the content, services and applications that internet users can enjoy at little or no cost. The EDAA bases its objectives on IAB Europe's Online Behavioral Advertising (OBA) Framework and the European Advertising Standards Alliance's Best Practices for online behavioral advertising.

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