• by Mark Walsh  @markfwal, August 21, 2012

In its latest privacy initiative, mobile ad network Jumptap is teaming with Evidon to roll out a standardized icon in mobile and in-app ads that signals the use of behavioral targeting.

Clicking on the AdChoices icon, developed by the Digital Advertising Alliance, will redirect users to Jumptap's privacy page, where users get more information about targeted mobile ads and the ability to change their privacy settings.

Evidon has been one of the early providers of notification and opt-out systems that comply with the requirements of the DAA program, a self-regulatory regimen led by a coalition of online and offline advertising and business associations. Late last year, the company partnered with retargeting cross-platform Tapad to implement the AdChoices icon in ads across the Web, mobile and connected TV screens.

Jumptap has taken steps to establish itself as a leader on privacy in the mobile space, even as it expands audience targeting options on the network through third-party data providers, including PlaceIQ, i360, Acxiom, TargusInfo and Data logix.

Earlier this year, the company said it was the first mobile ad network to support the "Do Not Track" privacy settings.

"The components of 'Notice' and 'Choice' allow us to bring innovative ad targeting features to market in a transparent way that leverage mobile and third-party behavioral data at scale," stated Jumptap CMO Paran Johar. "Jumptap provides choice via our opt-out capabilities."

The company last month raised an additional $27.5 million in venture funding as it prepares for a planned initial public offering next year. It has raised $121 million to date.