Two tech companies have started offering ad-blocking tools for mobile users, AdAge reports. Evidon is delivering the Ad Choices icon and the opt-out system for users, while TRUSTe has upgraded its real-time bidding system so that advertisers know prior to bidding that the user cannot be targeted for behavioral data, the report states. The moves come before the Digital Advertising Alliance (DAA) has published any mobile guidelines. DAA Counsel Stu Ingis said those guidelines could come “this spring—a few weeks to a couple of months.” TRUSTe’s Kevin Trilli said, “That is why we didn’t wait, and why we just started to build.”
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