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DAA Provides Mobile Privacy Controls

31 Jul, 2013 By: Doug McPherson


NEW YORK – The Digital Advertising Alliance (DAA) unveiled new guidance last week that advises advertisers, agencies, media and tech companies how to help consumers exercise control over the use of cross-app, personal directory and precise-location data in mobile apps.

The DAA says it’s aiming to offer policies for businesses and assurances to consumers that the same notice and control consumers have in desktop Internet advertising environments will apply in the more complex, evolving world of the mobile Internet.

Lou Mastria, DAA’s managing director, says the guidance is “intended to help brands, agencies, ad networks and mobile providers navigate data collection and use across mobile and other platforms according to our established self-regulatory principles – all backed by third-party enforcement.”

The DAA helped develop the ubiquitous Advertising Option Icon that appears on ads that tells consumers various forms of online data are being collected and used to deliver ads tailored to their interests, and offering them a centralized system to opt out of the use of that data.

According to the DAA, the Obama Administration, the Commerce Department and the Federal Trade Commission (FTC) have all praised that program.

Stu Ingis, the DAA’s general counsel, says, “The success we’ve achieved in the desktop browser ecosystem has proven the merits of this program. The recognition of the Advertising Option Icon has grown, consumers are learning about the value of the ad-supported ecosystem, and the economic engine that is digital advertising continues to innovate and provide jobs in a privacy-friendly manner. As more consumers go mobile with their devices, we are taking this successful program and reaching them there.”

Ingis adds that the DAA believes “this technology-neutral guidance will continue to enable relevant, ad-supported content to flourish while providing mobile users with consistent privacy mechanisms such as transparency, choice, de-identification, and limitations on data use, which have become commonplace on the desktop Web with the DAA Icon program.”

The DAA says the guidance is now in an “implementation phase” and will not be in effect or enforced until more industry education is undertaken.

The guidance is posted at: www.aboutads.info/DAA_Mobile_Guidance.pdf.


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