History of the NAI

History of the NAI

Since its founding in 2000, the NAI has grown to be one of the leading voices in the industry by empowering and educating consumers to make meaningful choices about their experience with online advertising, as well as continuing to advocate for meaningful industry self-regulation.

In 2013, the NAI extended its well-respected program and high standards to advertising across mobile applications by releasing a draft Code of Conduct for the mobile application environment.

In 2015, the NAI published its Guidance for the use of non-cookie technologies, further extending its high standards to next-generation advertising technologies. We believe that implementing these best practices will enhance trust and support the continued development of informative, creative and free content and services on the Internet, across the mobile ecosystem, and beyond.

In 2017, the NAI published the 2018 Code of Conduct, consolidating requirements for web-based and app-based data collection and use into one document, incorporating relevant NAI Guidance documents, and updating terminology.

In 2019, the NAI published the 2020 Code of Conduct, incorporating the Viewed Content Advertising Guidance into the Code, modernizing certain terminology, adding new definitions, codifying the use of data originating offline for digital advertising, and expanding the definition of Tailored Advertising to include Audience-Matched Advertising.

In 2022, the NAI and leading location data companies Cuebiq, Foursquare and Precisely PlaceIQ, launched the Precise Location Information Solution Provider Voluntary Enhanced Standards. These standards go beyond existing industry and legal requirements for precise location data and create restrictions on the use, sale, or transfer of location data correlating to Sensitive Points of Interest.