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OTA’s mission is to create and promote business practices and technologies to enhance online trust and the vitality of ecommerce and online services. Formed in late 2004 to help combat email deception and online abuse, today OTA is a global non-profit organization representing the Internet ecosystem. OTA goals include supporting user choice and controls, protection of critical infrastructure, privacy and data governance, along with the promotion of interactive marketing best practices, balanced legislation and self-governance.