Guidance, Standards & Best Practices

Guidance, Standards & Best Practices

The NAI issues guidance documents and best practices developed through consultation with its membership, Board of Directors, Working Group participants, and federal and state-level regulators. These guidance documents and best practices are created to help ad-tech industry professionals develop their practices to align with ongoing changes to the ad-tech ecosystem.

Sensitive Data Guidance, Standards & Best Practices

• Precise Location Information Solution Provider Voluntary Enhanced Standards [updated October 2024]
• Demographic Health Advertising Best Practices [November 2023]
• NAI Legal & Regulatory Analysis: Sensitive Health Advertising [September 2023]
• Imprecise Location Guidance [February 2020]

Choice & Transparency Guidance, Standards & Best Practices

• NAI State Law Processing Addendum [March 2023]
• Best Practices for User Choice and Transparency [April 2022]
• Best Practices: Non-Marketing Uses of Data [June 2020]
• Opt-In Consent Guidance [November 2019]
• Viewed Content Advertising Guidance [July 2018]
• Beyond Cookies Guidance [April 2017]

NAI Legacy Code of Conduct

• Legacy 2020 Code of Conduct [January 2020]
  Please note that as of February 1, 2025, the 2020 NAI Code of Conduct has been superseded and replaced by the Accountability & Self-Regulatory Framework.