Digital Advertising Alliance Issues Mobile Privacy Rules

The self-regulatory group Digital Advertising Alliance today is unveiling its long-awaited new mobile privacy code.

As expected, the mobile privacy rules are largely consistent with the industry's long-standing position that ad networks and other companies should notify consumers about online behavioral advertising -- called cross-app advertising in the mobile environment -- and allow people to opt out. But the rules also have some mobile-specific requirements: The DAA says that ad networks, app developers and others must obtain people's opt-in consent before collecting geolocation information and address-book data.

The new rules won't be implemented for at least nine to 12 months, and possibly longer. One reason for the delay is that the organization is still developing a mechanism to enable people to opt out of receiving ads based on data collected across apps.

One possibility involves developing a downloadable app that would enable consumers to specify that they don't want to receive cross-app ads.

“We envision that there will be an app that has the AdChoices icon on it, that consumers can download,” says Stu Ingis, counsel to the DAA. “Through the app, consumers can exercise choice with respect to all of the third parties.”

Apple users already have the option of activating a "limit ad tracking" setting, which conveys to ad networks that users don't want to be tracked. The company also now limits developers' ability to access unique device identifiers. Instead, Apple now offers "advertising identifiers" -- which consumers can control by resetting or deleting.

It's not yet clear how the group will enforce the rules, especially given that many app developers are extremely small companies -- or just a single person -- and don't belong to the one of the groups in the DAA, which includes the Interactive Advertising Bureau, Direct Marketing Association, Association of National Advertisers, and American Association of Advertising Agencies.

Ingis says many ad networks and marketers belong to the a group that's part of the DAA, even if the same isn't true for individual developers. “Many of the companies that consume the data and monetize it fall within our program,” he says.

The smaller trade group Network Advertising Initiative -- itself a DAA member -- also released a final version of its privacy rules today. As with the DAA's rules, the Network Advertising Initiative requires companies to inform people about cross-app advertising and allow people to opt out of receiving behaviorally targeted ads on mobile devices. The NAI counts around 90 ad networks (and other ad tech companies that collect data or serve ads) as members.

Recommend (34) Print RSS
  • Deutsch L.A. Settles FTC Charges That Employees Posed As Consumers On Twitter

    Deutsch L.A. engaged in a deceptive practice with an ad campaign that involved asking employees to promote Sony's PlayStation Vita on Twitter, the Federal Trade Commission alleged in a complaint unveiled on Tuesday. The resulting Twitter posts, which ran in 2012 and carried the hashtag #gamechanger, allegedly didn't indicate they ...
  • Aereo Declares Bankruptcy

    Online video distributor Aereo, which suspended operations three days after its Supreme Court defeat in June, said on Friday that it filed for bankrputcy. CEO Chet Kanojia says in a post on the company's blog that the move “will permit Aereo to maximize the value of its business and assets ...
  • Tom Noble Moves From BMW Australia To Oversee Mini U.S.A. Marketing .

    Mini U.S.A. has tapped Tom Noble, a marketer at BMW Australia, as department head, Mini Brand Communications. Noble, who will handle all brand positioning duties for Mini in the U.S. at the company's U.S. headquarters in Woodcliff Lake, N.J., replaces Tom Salkowsky, who was shifted overseas to be department head, ...
  • Sources: Steve Shannon Out As Top Hyundai Motor America Marketer

    Sources close to the company say Steve Shannon, VP marketing, is departing Hyundai Motor America. No confirmation from HMA or Shannon just yet. The General Motors alumnus, who tied up his 25 years at GM as marketing chief at Cadillac, was hired by the Orange Country, CA-based marketer in 2011. ...
  • Appeals Court To Reconsider 'Innocence Of Muslims' Takedown Order

    The 9th Circuit Court of Appeals said today that it will reconsider whether to order Google to remove the clip 'Innoncence of Muslims' from YouTube. The court also said that the original opinion in the case, issued in February by a three-judge, won't serve as precedent within the 9th Circuit. ...
  • Obama Urges FCC To Classify Broadband As Utility

    In his strongest statement this year on net neutrality, President Barack Obama today urged the Federal Communications Commission to reclassify broadband service as a utility. Doing so would allow the FCC to impose the same kinds of common carrier rules that require telephone companies to put through all calls. “The ...
  • Nissan Taps Hatami To VP Sales, U.S.

    Nissan has named Derrick Hatami to VP, sales, for the U.S., reporting to Fred Diaz, senior vice president, Sales & Marketing and Parts & Service U.S.A. Effective Jan. 13, Hatami will lead the Nissan divisional sales and vehicle operations, light commercial vehicle and fleet functions. Hatami will be accountable for ...
  • Paul Edwards, Chevrolet's New VP Marketing

    Chevrolet has appointed Paul Edwards as new U.S. VP, Chevrolet marketing, replacing Chris Perry, who resigned last month. Edwards will report to Chevrolet Global Chief Marketing Officer Tim Mahoney, effective immediately. He has been executive director of General Motors’ Global Marketing since 2010, responsible for global media operations, agency management, ...
  • NASCAR Promotes Lynch To VP, Green Innovation

    NASCAR is promoting Dr. Michael Lynch to VP, green innovation. The elevation of his role from managing director to VP is meant to further NASCAR’s efforts to grow the sport’s green platform. As he has done over the past five years at NASCAR, Lynch will champion the adoption and implementation ...
  • Toyota Changes Corp. Comms. To Reflect "Total Toyota"

    Toyota has made new appointments in its North American corporate communications group in line with the company’s recently announced “total market” strategy, called Total Toyota or T2. The corporate communications function will now place an increased emphasis on establishing deeper relationships with influential Hispanic and African American communities in North ...
>> Raw Archives