On May 16, the Network Advertising Initiative (NAI), a self-regulatory body governing over 90 third-party digital advertising companies, released a revised Code of Conduct designed to (i) ensure that NAI member companies continue to implement, honor, and maintain strong standards with respect to the collection and use of data for online advertising, (ii) adapt the code to accommodate all companies in the advertising technology field, and (iii) incorporate changes in the regulatory and self-regulatory landscape, including principles of the FTC’s Self­ Regulatory Principles for Online Behavioral Advertising, the FTC’s final privacy report, and the White House privacy report.