The US based Network Advertising Initiative (NAI) has unveiled a set of best practices document that will serve as a guide for its member organisations as to how and to what extent they can use data collected for tailored advertising or ad delivery; and reporting for non-marketing purposes with the overall goal of protecting consumers and their data. Some of the non-marketing purposes include sharing consumer information with research institutions, public health agencies, and law enforcement agencies (LEAs). Commenting on the best practices document, NAI President and CEO Leigh Freund, said, 'Ad tech companies have data that can be a powerful resource for the public good if they follow this set of best practices for consumer privacy. During the COVID-19 pandemic, we've seen the opportunity for substantial public health benefits from sharing aggregate and de-identified location data'.