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 (29) Print RSS
  • 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 ...
  • Dealertrack Buys Dealer.com

    Dealertrack Technologies has entered into a definitive agreement to acquire Dealer.com, which provides marketing and operations software and services for the automotive industry. Dealertrack will acquire all the equity of Dealer.com for approximately 8.7 million shares of Dealertrack's common stock and $620 million in cash. Upon closing, Gibbs will become Executive Vice President and Group ...
  • Nissan Goes Rogue To Tout 2014 Model Of Crossover

    The guy who helmed "The Italian Job" is behind a pair of cinematic TV spots for Nissan Rogue, via the Los Angeles office of TBWA\Chiat\Day. The spot, set to Sete's  “Y.A.L.A.”, uses the director's action-movie stylistics for a Walter Mitty-esque (no relation to the movie, which Jeep is involved in) ...
  • Chris Perry Gone From GM

    Chris Perry, who came to Chevrolet from Hyundai Motor America in 2010 has resigned according to GM. Perry followed his cohort Joel Ewanick, who had been VP marketing at Hyundai and became GM’s controversial CMO, and was let go last July. Perry was replaced last spring as Chevrolet's marketing chief ...
  • Toyota Creating Diversity Agency Group

    Toyota is creating a unified diversity market and media structure to address the fact that with a couple of decades Spanish-first demographics and those that identify as non-white will grow faster than any other.   Conill Advertising, Burrell Communications, and InterTrend Communications, have handled Hispanic, African American and Asian American ...
  • Direct Marketing Guru Irving Siegel Dies at 82

    Irving Siegel, who helped developed what is today known as databased marketing and analytical marketing, died on Dec. 17 in Miami. In 1962, Siegel created Getting To Know You International (GTKY), a direct mail marketing company which he built from a one-man operation into the largest nationwide new homeowner marketing company. ...
  • Sailthru Raises Another $20 Million

    Marketing technology firm Sailthru on Tuesday announced receiving $20 million in a third-round funding led by Scale Venture Partners. That brings the New York-based company’s total raised to date to $48 million. With the latest investment, Sailthru said it plans to expand its sales, engineering and marketing staff to accelerate ...
>> Raw Archives