As the ad industry faces cookie-less browsers and tracking opt-ins, the demand for more privacy protections — from individual citizens and members of Congress — continues. Rather than sit back and wait to see how things shake out, members of the advertising industry are taking it upon themselves to advance and protect digital ad practices, including targeting and measurement, while also working to ensure consumer privacy.

The Partnership for Responsible Addressable Media plans to develop new standards for addressability and accountability, with four working groups focusing on business practices; technical standards; privacy, policy, and legal considerations; and communications and education. Six principles — addressing consumer privacy, content offerings, business operations, standardized solutions, accessibility, and accountability — will guide the initiative.

The Partnership, which is composed of The 4A’s, the Association of National Advertisers (ANA), the Interactive Advertising Bureau, the World Federation of Advertisers and other industry groups, “was created to serve as a collaborative forum for our industry to ensure addressability standards that preserve privacy, provide a consistent and effective framework for advertisers and enrich the consumer experience,” said ANA’s group EVP Bill Tucker, recently.

To learn more about the guiding principles, as well as additional statements from those who make up the Partnership, read the ANA’s complete statement here.