Home Initiatives



Brand Protection

Brand Protection is increasingly an issue for advertisers, brands and web site owners. Cybercriminals continue to abuse legitimate brands through a combination of tactics including forged and spoofed email, look-a-like domains, phishing sites and brand jacking through fraudulent and malicious mobile applications. With the introduction of the new gTLD domains, brand protection is a growing area of concern for brands owners and consumers alike.

Cyber Incident & Breach Readiness Guide

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. 

Internet Governance

OTA works through the public and private sectors to advance internet governance, helping to assure the free flow of information, transparency, accontability and balanced practices to enhance online trust. Efforts include working with the Internet Corporation for Assigned Names and Numbers (ICANN) and the ICANN Governmental Advisory Committee (GAC), U.S. Department of Commerce, the National Telecommunications and Information Administration (NTIA), Article 29 Working Group, the World Wide Web Consortium (W3C), the Internet Engineering Task Force (IETF) and other organizations.

Online Trust Audit and Honor Roll

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


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

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 .


As the internet flourishes the threats from fraudulent businesses, organized crime and State-Sponsored actors underscores the importance of taking a holistic "Security by Design" approach . OTA works through the standards community and public and private sectors to advance best practices including data governance, site security, breach response planning and threat intelligence sharing. Key areas of focus include the integrity of online advertising and content publishing, supply chain management, cloud services and critical infrastructure.