The state of California, the Federal Trade Commission and the U.S. Senate are all breathing down the ad industry's neck about mobile data privacy. Today, its biggest privacy self-regulatory group is responding. The Digital Advertising Alliance will unveil its mobile ad privacy app today at its annual summit in San Francisco, opening it up to evaluation by its ad-network, agency and brand participants.
Put simply, the app will let people opt-out from receiving mobile ads targeted based on the apps they interact with.
When available for free download by consumers later this year, the DAA AppChoices app will act similarly to the organization's current privacy program, which allows people to opt-out from online behavioral ad targeting, signaled by a tiny triangular blue icon in the corner of digital ads.
"It's about getting this in front of the DAA participants and showing them what it looks like," said DAA Managing Director Lou Mastria.
The app should be available to consumers in the fall. It will give people the choice of opting out from ads served by select mobile ad providers, or from all companies involved in one fell swoop. The number of consumer-facing privacy technologies is growing; it is unclear whether the addition of another self-regulatory tool offering a surfeit of options to everyday mobile phone users will make much impact on the amount of data flowing through the mobile ad ecosystem.