Following its publication of "Self-Regulatory Principles for Online Behavioral Advertising" (OBA Principles),1 the Digital Advertising Alliance (DAA), a leading coalition for responsible online advertising, announced new "Principles for Multi-Site Data" (General Principles)2 on November 7, 2011. These General Principles cover the collection and use of all multi-site data, or "data collected from a particular computer or device regarding Web viewing over time and across non-Affiliate3 Web sites," except data used for online behavioral advertising (OBA) purposes. Any entity that collects data regarding web viewing from unaffiliated sites (for example, through the use of cookies) should carefully review its practices and consider complying with the principles.