US Digital Advertising Alliance Sets Mobile Privacy Enforcement


Digital Advertising Alliance DAA logoThe Digital Advertising Alliance (DAA) will begin enforcing its DAA Mobile Guidance policy on September 1 in a move to bolster trust for the initiative and create a more seamless experience for consumers.

A partnership between the Council of Better Business Bureaus (CBBB) and the Direct Marketing Association (DMA) with input from the Association of National Advertisers, the Interactive Advertising Bureau (IAB) and the American Association of Advertising Agencies (4 A’s), the will extend their independent oversight of the DAA Principles on browsers to the mobile space.

“This marks an important milestone in expanding our ability to provide a consistent consumer experience through independent accountability of our technology-neutral, privacy-friendly Principles to devices and platforms on-the-go consumers increasingly use,” stated DAA Executive Director Lou Mastria.

“By extending our accountability program into the mobile application space and creating new web- and app-based tools, we have created a robust and enforceable industry-wide regime that covers existing and emerging technologies in the evolving multi-screen world… This important step will help build trust for brands, publishers and their advertising ecosystem partners as they responsibly engage with consumers.”

In February, the DAA launched two new mobile tools for consumers: AppChoices, so users can choose preferences for data collection across apps for interest-based advertising, and the DAA Consumer Choice Page for Mobile Web.

“As consumers increasingly rely on their mobile devices for information, purchases, and entertainment, it is crucial that they have confidence that companies will provide them with the same level of transparency and choice in the mobile space that they enjoy on their desktops,” said Mary E. Power, President & CEO of America’s Council of Better Business Bureaus.

The announcement “is a leap forward for meaningful consumer choice,” said Thomas J. Benton, CEO of the DMA. “We look forward to continued partnership with the DAA in ensuring that self- regulation remains a viable tool in protecting consumers from potential bad actors and fostering innovation—across the mobile environment and beyond.”


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