Washington—The Digital Advertising Alliance (DAA) announced that Quantcast, a provider of audience measurement services for online marketers and publishers, has joined the DAA Self-Regulatory Program for Online Behavioral Advertising.

DAA, a consortium of leading advertising and marketing associations including the American Association of Advertising Agencies, Association of National Advertisers and Direct Marketing Association, launched the Self-Regulatory Program for Online Behavioral Advertising last year to promote self-regulation for behaviorally targeted online ads.

So far, more than 100 companies are participating in the program utions to ensure consumer privacy.

As part of its participation, Quantcast will offer an advertising option icon to publishers to place on their websites that allows to opt out of behaviorally targeted ads.

More information about the program is available at www.aboutads.info.