NAI is short for Network Advertising Initiative.
The NAI defines his mission as "to oversee the self-regulation of the online advertising industry through enforceable standards and ongoing compliance efforts".
The NAI is a coalition of more than 90 online advertising companies
NAI Principles were first developed in 2000 and the NAI has edicted a Self-Regulatory Code of Conduct for his members which encompasses obligations related to:
notice and choice for consumer
data collection and use
Each year, qualifying members go through a rigorous compliance review to help ensure their ongoing compliance with the NAI Code.
The NAI website offers an opt-out tool: