The Digital Advertising Alliance (DAA) has unveiled its long-anticipated mobile privacy code. The rules state that ad networks and other related third parties should provide notification for online behavioral advertising—also known as cross-app advertising—with a provided opt-out. Additionally, ad networks and app developers must obtain opt-in consent from users for geolocation and address-book data collection, MediaPost News reports. The grace period for implementation is expected to be nine to 12 months, potentially longer. The DAA is also working on an AdChoices opt-out icon for mobile apps. DAA counsel Stu Ingis said, “We envision that there will be an app that has the AdChoices icon in it, that consumers can download…Through the app, consumers can exercise choice with respect to all of the third parties.” The Network Advertising Initiative has released its final version of mobile privacy rules as well.
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