OTA's annual Cyber Incident & Breach Readiness Guide promotes security standards, responsible privacy practices, and related tools to help organizations protect their data and be prepared for a data loss incident.
OTA works to track the progress and adoption of best practices, while highlighting early adopters and "North Stars". In 2009, OTA launched the Online Trust Audit and Honor Roll, which today is a comprehensive evaluation of a site's best practices in brand and consumer protection, security, and privacy. Through a composite weighted scoring including over two dozen data points, sites that achieve a score of 80% or
Privacy and the boundaries on data use and sharing are the foundation of online trust and confidence in the sites one visits, the mobile applications used, and the interaction with online services. OTA supports the need for user control, discoverabilty, and transparency, while promoting the benefits they receive from data-driven marketing and ad-supported services. OTA promotes the need to move from a compliance mindset on data collection, retention, and usage, to one of stewardship. OTA works across the ecosystem to promote best practices including tools and technologies allowing users the ability to opt out of third-party data collection, while underscoring the value exchange consumers receive from ad-supported sites and services.
Public Policy is a key pillar of OTA, working to foster the development of policy, legislative and regulatory efforts benfit consumers while fostering innovation in data protection, privacy, security and identity theft. OTA supports multi-stakeholder efforts to promote best practices and meaningful self-regulation .