Digital Advertising Alliance Sets Sights on Mobile Consumer Privacy

By Kenneth Corbin, CIO |  Security

Now, the group is setting its sights on the mobile Web, with plans to draft rules governing privacy notice and controls for data that is shared across multiple applications, location-based information and the photos, text logs and other content that users create--what the DAA calls personal-directory data.

The new guidelines will largely be an extension of the framework the DAA developed for the desktop, including transplanting the ad options icon to the small screen and making privacy disclosures more accessible to users.

"What we would expect to see in the next little while is the icon would be used in signaling to consumers when data is being collected in these various ways," Mastria says. "One of the big things that we do is we take privacy disclosure notices around cross-app data and we take them out of the privacy policy and put them in a highly visible area, highly visible real estate."

Today's release is just the beginning of the process. With the rollout of the principles, the DAA "is really putting everyone on notice" that new rules will be forthcoming, Mastria says. Then, between six months to a year from now, the DAA plans to publish its implementation guidelines and the rules will become enforceable. In the meantime, the trade associations that comprise the DAA will conduct what Mastria says will be a vigorous campaign of outreach and education to help their member companies prepare for the mobile privacy framework. The DAA is also planning to develop an app to help consumers manage their privacy preferences across the mobile Web.

Ahead of those more technical guidelines, Mastria says he is unable to comment on the specific mechanisms of the mobile privacy framework, but notes that its intention is effectively to give consumers the ability to shut off data sharing across multiple applications, and keep their location and personal directory data private.

The DAA says that it plans eventually to consolidate the past guidance it has offered for online behavioral advertising and data collection across multiple sites with the mobile framework for a single set of principles.

Kenneth Corbin is a Washington, D.C.-based writer who covers government and regulatory issues for

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