Cambridge, Mass.—Mobile ad network Jumptap Inc. plans to incorporate the AdChoices privacy icon into its mobile ad units, notifying viewers when they're being served a behaviorally targeted ad.
Through a partnership with privacy control specialist Evidon Inc., mobile users clicking on the Digital Advertising Alliance's privacy icon
—a blue triangle with the letter "I" inside, standing for "information"—will be directed to Jumptap's privacy overview page
to update their privacy settings, including opting out of future ads.
The Digital Advertising Alliance
is a consortium of marketing organizations including the Association of National Advertisers, Direct Marketing Association and Interactive Advertising Bureau that promotes self-regulatory solutions to online data privacy.