Trade group previews apps to give mobile users choice on ads

The Digital Advertising Alliance plans to release two apps this fall allowing users to opt out of behavioral ads

The Digital Advertising Alliance, a consortium of advertising trade groups, will roll out two new apps later this year aimed at giving mobile device users a choice of what ads they see.

Later this year, the DAA will release a mobile app, available on Android and iOS devices, that will allow mobile device users to set their preferences for what behavioral ads they want to see, the group announced Thursday. The app will also allow mobile users to opt out of receiving ads based on their interests, with generic ads delivered instead, a DAA spokeswoman said.

The second app DAA plans to release this fall will be a mobile version of the group's desktop advertising choices tool, designed to be easier to use on smaller screens and work with mobile browsers, the DAA said. Through an icon on banner ads and websites, the desktop app also allows Web users to set their ad preferences.

Privacy groups and some U.S. policymakers have pressured online advertising networks in recent years to allow Web and mobile users to opt out of online tracking efforts, and the new apps are an effort by the online advertising industry to self regulate tracking designed to deliver relevant ads to mobile users, DAA executive director Lou Mastria said.

The new apps "reflect DAA's continued fulfillment of the promise that it has made to policymakers, industry and most importantly, consumers to bring transparency and control wherever and however they use the Internet," he said in a statement.

Seven advertising and data collection companies have indicated they intend to honor the user requests through the apps, the DAA spokeswoman said. The group expects more companies will sign up before the apps launch.

The DAA apps will complement existing ad choice tools offered by mobile operating systems, giving users another options for managing their privacy, the DAA said.

Some privacy groups have criticized self-regulatory efforts in the past, with some calling for government regulation requiring websites and advertising networks get opt-in permission from individuals when collecting personal data and tracking online habits.

Companies participating in the DAA's desktop ad choices program include AOL, AT&T, Disney, Google, Microsoft, Target and Verizon.

Grant Gross covers technology and telecom policy in the U.S. government for The IDG News Service. Follow Grant on Twitter at GrantGross. Grant's email address is grant_gross@idg.com.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags privacymobileinternetadvertisingDigital Advertising AllianceLou Mastria

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Grant Gross

IDG News Service
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Cate Bacon

Aruba Instant On AP11D

The strength of the Aruba Instant On AP11D is that the design and feature set support the modern, flexible, and mobile way of working.

Dr Prabigya Shiwakoti

Aruba Instant On AP11D

Aruba backs the AP11D up with a two-year warranty and 24/7 phone support.

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?