Skip to content
logo
How to Opt Out
Understanding Digital Advertising
Consumer Input & Feedback
Careers
Search
Contact
Home Policy & News
How to Opt Out

The NAI Provides Input on CalPrivacy Preliminary Comment Invitation to Reduce Friction in Privacy Rights and Opt-Out Signals

April 7, 2026
On April 6, 2026, the NAI (Network Advertising Initiative) submitted comments in response to CalPrivacy’s preliminary request for input on reducing friction in the exercise of privacy rights and the use of opt-out preference signals (OOPS). As a nonprofit self-regulatory association representing a broad range of digital advertising companies, we welcomed the opportunity to provide
Read More

The NAI Develops Factor Analysis for Health-Related Sensitive Personal Information

February 24, 2026
Toward Clarity in Health-Related Advertising Privacy: A Practical Framework for Identifying Sensitive Health Data The treatment of health-related personal information in the U.S. privacy landscape is complex and continually evolving. As U.S. laws and regulations have created a series of protections for health-related data outside of traditional healthcare contexts, businesses operating in the digital advertising
Read More

MCP and Agents: Perils and Prospects

February 17, 2026
By Ted Sweetser, VP, Strategic Partnerships @ PurpleLab Artificial intelligence has moved beyond conversation. What began as a chat interface is rapidly evolving into systems capable of autonomous action. As organizations adopt agentic AI and frameworks such as the Model Context Protocol (MCP), they must reassess both opportunity and risk. From Interface to Infrastructure At
Read More

Lessons Learned from 2025 CalPrivacy Enforcement

January 22, 2026
A Guest Blog by Nikki Muggli and Noor Sandhu | January 22, 2026 Introduction CalPrivacy’s 2025 enforcement actions against American Honda Motor Co., Todd Snyder, and Tractor Supply marked the beginning of a more technical and outcomes-focused approach to California Consumer Privacy Act (CCPA) enforcement. These actions follow a gradual ramp-up in activity since CalPrivacy
Read More

Press Release: NEW Board of Directors for 2026/2027 Term

January 20, 2026
[01/20/2026 – Washington, D.C.] – The NAI today announced its Board of Directors for the 2026–2027 term, welcoming five new industry experts and reappointing twelve returning members. “We are excited to expand our board with representatives from four new member companies—leaders across the advertising and technology ecosystem who bring diverse expertise and perspectives,” said NAI
Read More

From Cookies to Context, without Losing Performance: How AI is Building Alternative Pathways for Healthcare Brands 

December 2, 2025
Kelsey Kimball, SVP Commercial, illuma Three people are researching a particular medicine online. One is a patient, newly diagnosed and seeking relief from symptoms. The second is a caregiver, worried about availability and costs; and the third is a physician, researching any possible interactions with other medications. As we know, a person’s online journey is rarely
Read More

The NAI Sends Letter to CalPrivacy Supporting New Regulations under CCPA

November 20, 2025
On November 20, the NAI sent a letter to Tom Kemp, Executive Director of the California Privacy Protection Agency (CalPrivacy), expressing support for a proposal discussed at the agency’s November 7 Board meeting. During that meeting, CalPrivacy announced that it has identified Opt-Out Preference Signals (OOPS) as a priority area for upcoming regulations under the California Consumer Privacy Act (CCPA).
Read More

The NAI and IAB Comment on CFPB ANPRM

October 20, 2025
On October 20, 2025, the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB) submitted joint comments to the Consumer Financial Protection Bureau (CFPB) emphasizing the essential role that responsible, data-driven advertising plays in promoting economic growth and competition. The reasonable use of data allows companies of all sizes, particularly small and medium-sized businesses, to effectively reach audiences, compete with
Read More

A Primer: Privacy-Enhancing Technologies (PETs) in Digital Advertising

October 6, 2025
The NAI released a primer to guide privacy professionals in digital advertising in the fundamentals of different Privacy-Enhancing Technologies (PETs) and their roles and practical applications. The NAI’s goal is to inform organizations about how to better protect consumer privacy, safeguard proprietary data, and manage compliance obligations while still enabling effective data-driven advertising.  To that
Read More

New NAI Membership Criteria Distinguishes NAI Members as Trustworthy Stewards of Data in Light of New National Security Framework

October 1, 2025
As the leading self-regulatory organization dedicated to responsible data collection and use for digital advertising, the NAI is announcing a new membership requirement designed to ensure that working with NAI members meets a key element of the DOJ Rule on Preventing Access to U.S. Sensitive Personal Data and Government-Related Data by Countries of Concern or
Read More

The NAI Sends Letter to CA Gov. Newsom Urging Him to Veto AB 566

September 25, 2025
On September 24, the NAI sent a letter to California Governor Gavin Newsom recommending that he vetoes AB 566 because it does not include appropriate safeguards to ensure that the opt-out preference signals (OOPS) it would require browser providers to implement will represent authentic consumer choices and be free of anti-competitive default settings that pre-suppose
Read More

The NAI Releases New Consumer Resources for Online Privacy

September 15, 2025
Sunsets Legacy Opt-Out Tools in Efforts to Promote User Choice in Accordance with New Legal Requirements Washington, D.C. (09/15/2025) – Today, the NAI is releasing a major update to its consumer resources for online privacy that align with its Self-Regulatory Framework, a new model for digital advertising self-regulation to support member companies’ compliance with U.S.
Read More

The NAI Comments on Draft Amendments to the Colorado Privacy Act (CPA) Rules

September 11, 2025
On September 10, the NAI submitted comments to Colorado’s Attorney General on the proposed draft amendments to the Colorado Privacy Act Rules that were issued on July 19. This rulemaking was initiated in response to the passing of the Children’s Privacy Amendment, which amended the Colorado Privacy Act to provide heightened protections for minors’ online
Read More