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DAA Unveils Plans for Mobile Privacy Apps

2 Jul, 2014 By: Doug McPherson

NEW YORK – The Digital Advertising Alliance (DAA) will unveil two new apps later this year that will let mobile device users choose what ads they see.

The DAA, a consortium of advertising trade groups, will release a mobile app for Android and iOS devices that will let mobile device users set their preferences for what behavioral ads they want to see. Users will also be able to opt out of receiving ads based on their interests, with generic ads delivered instead.

The second app will be a mobile version of the group’s desktop advertising choices tool, designed for easier use on smaller screens and mobile browsers. Users will be able to set their ad preferences via an icon on banner ads and websites.

DAA executive director Lou Mastria said the new apps “reflect DAA’s continued fulfillment of the promise that it has made to policymakers, industry and most importantly, consumers to bring transparency and control wherever and however they use the Internet.”

Privacy groups and some U.S. policymakers have pressured online advertising networks to allow Web and mobile users to opt out of online tracking efforts, and the new apps are an effort by the online advertising industry to self-regulate tracking.

Seven advertising and data collection companies have said they will honor the user requests through the apps, the DAA said. The group expects more companies will sign up before the apps launch.

MediaPost News reports privacy compliance companies Truste and Ghostery also offer apps that allow mobile users to opt out of behaviorally targeted mobile ads.

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