Digital Advertising Alliance Launches Valuable Tools to Protect Consumers’ Privacy

February 25, 2015

The Digital Advertising Alliance (DAA) today launched two new mobile tools for consumers – "AppChoices" and the "DAA Consumer Choice Page for Mobile Web." These innovations mirror the programs currently available on desktop browsers, which provide mechanisms for consumer choice and enhanced privacy controls. This evolution in the DAA's choice platforms adapts consumer-friendly, independently enforceable privacy controls to the fast-growing mobile medium, and is a large step in the right direction – toward tailored marketing and privacy protections.

The ANA supports these simplified means to control data collection and use across websites and mobile apps. As a member of the DAA Self-Regulatory Program, the ANA is committed to developing effective self-regulatory solutions for online data alongside its industry partners. These tools are a representation of that mission, and were developed to provide a consistent user experience across these channels, the DAA reports. The two new mobile enhancements will help ensure that users have access to simple control mechanisms for mobile browsers and in-mobile applications. Starting today, AppChoices is available as a free download from major online mobile app storefronts, Google PlayTM, Apple App StoreSM, and Amazon Store.

Bob Liodice, President and CEO of the ANA, noted that “Mobile media has become foundational to the growth and effectiveness of consumer marketing. By launching a suite of new mobile privacy tools, DAA gives consumers comprehensive control over the interest-based advertising that they experience across the internet. Marketers know consumers have become increasingly mobile. DAA’s important innovations ensure that consumers can confidently manage how they receive interest-based ads across all desktop and mobile media. We are very proud of this major step forward – a step that improves the quality and trustworthiness of our self-regulatory system."

The DAA also announced that it expects its independent accountability programs – the Council of Better Business Bureaus (CBBB) and the Direct Marketing Association (DMA) – to commence enforcement under the Mobile Guidance by late summer.

Based on the same self-regulatory principles underlying the DAA’s existing Consumer Choice Page for desktop Web browsers, AppChoices provides an easy-to-use interface to allow users to set their preferences for data collection and use across apps for interest-based advertising and other applicable uses. The DAA Consumer Choice Page for Mobile Web is an updated, mobile-optimized version of the desktop Consumer Choice Page already used by millions of consumers; and which will allow consumers to set their own preferences for data collection and use easily across the mobile sites they visit. The ANA will continue to support the innovative developments of the DAA, and the overarching goal to protect the privacy of consumers everywhere.

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