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Digital Advertising Alliance to Preview Mobile Choice Tools at Annual Summit


Post Date: June 26, 2014
By: Susan Taplinger

The Digital Advertising Alliance (DAA) [of which DMA is a founding member]  kicked off its second annual summit today with an exclusive preview of two highly anticipated mobile choice tools set to be released in the fall.

The preview of both the DAA mobile choice app and the DAA mobile-optimized choice page – which will allow users to determine how and whether they receive relevant advertising on their mobile devices – sets the stage for a full schedule of panels and keynotes exploring the conference theme of “Protecting Innovation and Consumer Value through Transparency and Control”. Jessica Rich, director of the Federal Trade Commission’s Bureau of Consumer Protection will give the luncheon policymaker keynote.

“Today’s mobile tools preview reflects the ability of self-regulation to evolve and adapt privacy controls to the quickly changing business models which help fund the content and services consumers enjoy on the Web: whether on the desktop or the fast-growing multi-screen arena,” DAA Executive Director Lou Mastria said.  “The mobile choice tools 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, reflecting the market reality that consumers and brands engage with each on a variety of screens.”

The DAA will provide choice mechanisms on the mobile Web and on mobile apps through two tools. The first is a mobile app, which will be available as a free download and will allow users to set their preferences for relevant ads in the app environment with just a few taps of their mobile screens. The second is a mobile-optimized version of DAA’s existing desktop choice tool, designed to be easier to use on smaller screens, and to give users control over relevant ads in mobile browsers. Today marks the first public glimpse of the tools, which will be made available to consumers in the fall.

The DAA mobile tools will be complementary to existing platform-based choice mechanisms provided by mobile operating systems, giving users another option for managing their privacy and tailoring their online experiences. The tool will also be interoperable with existing app-based choice mechanisms offered by DAA program Approved Provider partners.

Like the DAA’s desktop tool, the mobile tools will provide users with fine-toothed control over who provides them relevant ads, allowing them to opt out entirely, or from specific companies.

The all-day summit features entrepreneurs, brands, publishers, policymakers and technologists discussing a range of issues including the evolution of the self-regulatory model, the economics of relevancy, and the global state of the marketplace. An industry keynote panel – featuring leaders from Pandora, comScore and Joule – will address the impact of relevancy in the multi-screen marketplace.

About The DAA Self-Regulatory Program for Online Behavioral Advertising: The DAA Self-Regulatory Program (http://youradchoices.com) for Online Behavioral Advertising was launched in 2010 by the Digital Advertising Alliance (DAA) (http://aboutads.info), a consortium of the nation’s largest media and marketing associations including the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), the American Advertising Federation (AAF), the Direct Marketing Association (DMA), the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI), with the advice of the Council of Better Business Bureaus (CBBB). These associations and their thousands of members are committed to developing effective self-regulatory solutions to consumer choice for online data.

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