Launched in October 2012, The EDAA, The European Interactive Digital Advertising Alliance (EDAA) is a non-profit organization based in Brussels and is responsible for enacting key aspects of the Self-Regulatory Programme for Online Behavioural Advertising (OBA) across Europe.

EDAA principally acts as the central licensing body for the OBA Icon and provides technical means for consumers to exercise transparency and control over OBA. EDAA is governed by EU-level organizations which make up the value chain of OBA within Europe.