network advertising initiative (NAI)

The Network Advertising Initiative (NAI) is an American industry organization that develops self-regulatory industry standards for online advertising.

The NAI was launched in November 1999 and its first members were, for example, DoubleClick, Real Media and Adsmart. The creation of the initiative was in response to criticism from the Federal Trade Commission (FTC) and privacy groups that certain forms of online advertising, such as behavioral targeting, were an attack on consumer privacy. NAI's goal, therefore, is also to develop self-regulatory standards for members and provide consumers with tools to opt out of receiving certain advertisements.