Facilitates industry collaboration to improve data quality, measurement standards, and responsible data practices across the digital advertising ecosystem.
Last updated Feb 21, 2026 by AI Categorization
Industry standards organization and collaborative alliance
DIA, formerly known as the Data and Marketing Association (DMA), is an industry organization that brings together advertisers, agencies, technology providers, and data companies to establish best practices and standards for data-driven marketing and advertising. The organization focuses on promoting responsible data use, improving measurement standards, and fostering collaboration across the advertising ecosystem. DIA works on initiatives related to data quality, identity resolution, privacy compliance, and advertising effectiveness measurement. As an industry alliance rather than a traditional AdTech vendor, DIA serves as a neutral convener and standards-setting body that helps shape industry practices and guidelines for its member companies.